Live Performances, a fireside chat, and a new music video: These were just some of the activities part of the launch event on 10 October, held at the Matchbox by Mothership. There was a heavy focus on youth mental wellness, as that was the theme of the new campaign, known as “Lovin’ Me”.
The New Campaign
The “Lovin’ Me” campaign is a youth-centred initiative promoting self-care and resilience among young people. This year, the campaign features a toolkit offering mental health resources accessible online to everyone. Mike, a Senior Manager from McDonald’s Brand Communication team, emphasised the importance of this campaign, saying, “Mental wellness is a journey, especially with today’s societal pressures.” Recognising that mental health journeys are unique to each individual, McDonald’s has curated a range of resources that resonate with youth at different stages, whether they’re seeking support for themselves or looking to help a friend.
The toolkit includes young people across varying needs, and the campaign also introduces “Lovin’ Me Reminders”—downloadable sticker packs for social media that encourage sharing supportive messages with friends and family. Additionally, a podcast series titled “Lovin’ Me Conversations” will launch in November, aiming to normalise discussions around mental health across generations.
Local Performers, Healing through Harmony
Artists Daphne Khoo (Haneri), Lucas Wang (WhyLucas), and Ester Lo (Layyi) took the stage, sharing songs born from their own emotional struggles. Each lyric resonated with raw honesty, reflecting vulnerabilities that many in the audience found relatable. During a fireside chat, the artists spoke about reducing mental health stigma, with Haneri noting, “There’s been a shift from ‘we can’t talk about it’ to ‘let’s only talk about it.'” She highlighted social media’s role in bridging gaps and fostering open conversations around mental health.
Layyi shared her thoughts on self-care, saying, “You want to give yourself first what you want to give to the world,” emphasising that “you cannot pour from an empty cup.” Today’s youth, she noted, are more vocal than ever about mental health, often sharing their personal journeys on social platforms.To access McDonald’s mental wellness resources, follow the link below. Share these with family and friends—especially anyone you know who may be struggling. Let’s support each other through tough times. Remember, you are not alone.
McDonalds’ Lovin’ Me Resources: https://www.mcdonalds.com.sg/youth-mental-wellness#listening-ear
Lovin’ Me Music Video: Lovin’ Me by Haneri, LAYYI, WHYLUCAS
