Uplifting caregivers through thoughful design.
Uplifting caregivers through thoughful design.
Caregivers Alliance Limited (Singapore),
2022
Launched by President Halimah Yacob, Uncovering & Empowering Hidden Heroes was a collaborative public awareness campaign by Caregivers Alliance. It aimed to challenge stereotypes around mental health caregivers and spotlight available services. More than a campaign—it was a rallying call for support, dignity, and awareness.
The topic of mental health is often paired with sombre visuals and heavy imagery. We chose to shift the tone entirely—developing a campaign that felt uplifting, hopeful, and bright. With soft colours and encouraging illustrations, we created space for empathy, conversation, and empowerment.
We incorporated whimsical yet thoughtful visuals—like a friendly cloud pouring rainbows onto train seats, and floor stickers prompting reflection. Window panels revealed glimpses into caregivers’ lives. Rainbows symbolised hope, strength, and better days ahead. Every detail offered encouragement, showing that behind every cloud, a silver lining exists.
