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YouTube, Mediacorp’s Bloomr.SG, and top Singapore YouTube creators join hands for launch of video series to support mental health awareness

Singapore, 22 December 2020 – Audiences can now catch top YouTube creators in Singapore, including those under Mediacorp’s Bloomr.SG network, in a new mental health awareness video series funded by YouTube. This initiative has the support of the MOH Office for Healthcare Transformation (MOHT), which recently launched mindline.sg, a Singapore-developed website for stress management and coping that provides a wellbeing self-assessment tool and consolidates access to many online resources.   

Available as a playlist on Google Singapore’s YouTube channel and via the individual creators’ channels, the YouTube Mental Health Well-Being Creator Fund & Video Series marks the first collaborative project between YouTube, MOHT, Mediacorp’s Bloomr.SG, and local creators. This partnership continues YouTube’s commitment to raising awareness, mobilising efforts toward mental health, and supporting creators’ well-being around the world and now in Singapore. The series consists of educational and intimate accounts of the creators’ personal experiences with issues such as anxiety and depression, as well as the mental pressures exerted by COVID-19-induced disruptions to their lives and livelihoods. These videos will provide links to mindline.sg and other platforms and resources for viewers who might be motivated to seek professional assistance for their mental health issues. 

The launch of the YouTube Mental Health Well-Being Creator Fund & Video Series will also see a grant being equally distributed by YouTube among eight local YouTube creators*. The grant is intended to support creators in the production of videos for the series, as well as provide additional assistance for them to take care of their own wellbeing and mental health. With an emphasis on outreach to young digital natives in Singapore, the creators enlisted for the series have a combined total of 24.47 million YouTube subscribers, and were selected for their broad appeal to a wide-ranging group of young Singapore-based audiences.

Parminder Singh, Chief Commercial and Digital Officer, Mediacorp said: “We are glad that our Bloomr.SG creators are contributing towards improving mental health literacy, which is a priority as we look forward to a better 2021. This collaborative project follows Mediacorp’s announcement in August of its deepening relationship with YouTube as Singapore’s first local Multi-Channel Network for YouTube creators. The meaningful initiative brings to bear our role as the national media network in raising awareness of important issues, while providing innovative local content and solutions for our consumers and clients.”

Ben King, Country Director, Google Singapore said: “Despite the uncertainty this year, our creators have been showing up for their communities, offering emotional support and a sense of connection. We're committed to supporting creators and the community they foster on YouTube. This partnership is a positive step in creating a supportive community that puts mental health as a priority, while providing helpful resources for those grappling with mental health issues. It supplements our broader efforts to advocate for mental health in Singapore, such as our work with Limitless to provide free therapy sessions for youths in need, and strengthen our resilience as a society. We thank Mediacorp, MOHT, and local YouTube creators for their support in this project and look forward to more meaningful collaborations in the future.”

Dr Loke Wai Chiong, Clinical Director (Programmes) and Head (Integrated Health Promotion) at MOHT said: “We recognise that in these unprecedented times, the concerns individuals face tend to be complex, with many overlapping areas of stress like employment, financial and marital strains as well as caregiving needs. mindline.sg is a comprehensive website with a wide range of self-help resources and exercises for managing and coping with stress. The site also features a self-assessment tool where you can assess your emotional wellbeing, in a privacy-preserving and non-judgmental manner, before directing you to a set of customised resources. We are delighted to collaborate with YouTube and Mediacorp’s Bloomr.SG to bring mental wellbeing resources to more Singaporeans.”

*The local YouTube creators include four under Mediacorp’s Bloomr.SG networkWah!BananaMiniMoochiTrevmonki and Our Grandfather Story. The other YouTube creators involved in this project are: Night Owl Cinematics with WengieZulaLadies First and Titan Digital Media.

Download publicity photos and bios of the participating creators via this link.

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Media contacts

Mediacorp
Eugene Quek
Eugene.Quek@mediacorp.com.sg

YouTube
Keith Kay
keith.kay@tateanzur.com

MOH Office for Healthcare Transformation (MOHT)
Raudhah Razali
raudhah.razali@moht.com.sg

About YouTube
Launched in May 2005, YouTube’s mission is to give everyone a voice and show them the world. We believe that everyone deserves to have a voice, and that the world is a better place when we listen, share and build community through our stories. YouTube is a Google company.

About MOH Office for Healthcare Transformation (MOHT)
MOHT is an agile unit with the mandate to address fundamental and longer-term issues critical for system-level healthcare transformation to meet Singapore’s changing demography, and health and disease patterns.  MOHT works with partners to identify pilots that support its programmes and complement ongoing work at MOH and clusters / institutions, with each pilot taking a design-centric approach to implementation, involving providers, healthcare professionals, patients and caregivers at all stages of the design of solutions. MOHT adopts a value-based healthcare approach in endeavouring to achieve better health and clinical outcomes. A longer-term and broader perspective is essential in identifying key system-wide changes needed. These encompass shifts in the following three directions: (1) longitudinal, holistic care across persons’ entire life course; (2) strengthened focus on wellness and the prevention of chronic disease; and (3) empowerment of individuals and patients for better self-management.

Each collaboration will be staged with rapid build-measure-learn cycles, anchored by enablers such as technology scanning, IT, data analytics, finance and incentive redesign. From these collaborations, MOHT will develop frameworks, methodologies and toolkits to enable effective solutions to be scaled across the wider healthcare system.

For more information, visit www.moht.com.sg.

About Mediacorp
Mediacorp is Singapore’s national media network and largest content creator. Its purpose is to create engaging and trusted content, as well as to connect communities and inspire people. Mediacorp engages over three million people in Singapore daily across four languages on its digital platforms including meWATCH, meLISTEN and CNA.asia, six TV channels and 11 radio stations. Beyond Singapore, Mediacorp also has a growing international audience through CNA and content distributed across markets.

With a focus on nurturing talent and growing the sector, the company is committed to investing in nation-wide initiatives like Star Search, Anugerah, Yaar Antha Star and SPOP, commissioning a wide variety of work from local content creators, and collaborating with institutes of higher learning. As Singapore’s first local Multi-Channel Network in partnership with YouTube, Mediacorp is also committed to developing a network of digital content creators.

For advertisers, Mediacorp has partnered industry-leading brands like ESPN, Mothership, Popcorn, Singapore Tatler, theAsianparent, VICE, YouTube and 99.co to form the Mediacorp Digital Network in offering more effective content-driven solutions.

Mediacorp is the recipient of industry accolades including New York Festivals, World Media Festivals, PromaxBDA (World and Asia) and Asian Academy Creative Awards.

For more information, please visit mediacorp.sg.