In recognition of World Mental Health Day on October 10, McDonald’s Singapore is proud to launch its new youth mental wellness initiative, ‘Lovin’ Me.’ This initiative is designed to support the emotional well-being of young Singaporeans amid rising concerns about youth mental health.
‘Lovin’ Me’ aims to foster self-love, build resilience, and provide access to vital mental health resources, empowering youth to embrace their emotions and seek help. A recent study by the Institute of Mental Health (IMH) highlights the urgency of this initiative, revealing that one in three young people aged 15 to 35 in Singapore have experienced severe symptoms of depression, anxiety, and/or stress.
With ‘Lovin’ Me,’ McDonald’s Singapore is stepping up to create a safe and supportive platform for youth to embrace their emotions and seek help.
‘Lovin’ Me’ Anthem – A Celebration of Self-Love
At the heart of the initiative is the ‘Lovin’ Me’ anthem, an original song and music video that captures the emotional journey of youth. With lyrics centred on self-love, resilience and acceptance, the anthem serves as a powerful rallying cry for young people to embrace and love their unique selves. The track, led by local singer-songwriter Haneri (Daphne Khoo) and featuring rising youth talents WHYLUCAS (Lucas Yong) and LAYYI (Esther Lo), is an embodiment of the initiative’s message of empowerment, affirming that it’s okay to not be okay.
“At McDonald’s, we believe in supporting the communities we serve, and that includes our youth who are at the heart of Singapore’s future. With ‘Lovin’ Me’, we want to create a safe space where youth feel seen, heard, and uplifted. We hope to inspire a community that prioritises mental well-being and empowers youth to embrace who they are while seeking the emotional support they need,” said Benjamin Boh, Managing Director of McDonald’s Singapore.
‘Lovin’ Me’ Conversations – Normalising Mental Health Talk
To encourage open dialogue about mental health, McDonald’s will also launch the ‘Lovin’ Me’ Conversations podcast series this November, hosted by Haneri (Daphne Khoo). Featuring mental health advocates and experts, the series will discuss key issues impacting youth today, providing actionable insights and helping normalise these crucial conversations.
‘Lovin’ Me’ Playbook – A Mental Wellness Toolkit
Understanding that everyone’s mental wellness journey is unique, the ‘Lovin’ Me’ Playbook offers a tailored toolkit for young people, providing everything from a curated selection of mental health resources to shareable messages to spread awareness. The Playbook is a one-stop digital guide designed to meet youth wherever they are on their mental wellness journey, equipping them with the tools they need for self-care or supporting a friend in need.
‘Lovin’ Me’ Reminders – Small Reminders, Big Impact
To keep the spirit of self-love alive in everyday moments, ‘Lovin’ Me’ Reminders featuring uplifting illustrations and lyrics from the initiative’s anthem will also be introduced. Sticker sheets will be available as digital downloads, for both laptops and mobile devices, serving as simple yet impactful reminders for youth to practise self-love and self-care, whether at home, in school, or on the go.
“Empowering youths with the tools for mental wellness and self-care is important. These are the foundations on which they build their futures, and by prioritising them, we create a healthier, more resilient generation. Parents play a key role in this by fostering open communication, actively listening, and encouraging healthy habits in their teenage children,” said Dr Lim Choon Guan, Chief of Department of Developmental Psychiatry, Institute of Mental Health.
‘Lovin’ Me’ Sticker Sheets
An Initiative for Youth, by Youth
Building on the success of last year’s “Feelings Cards,” which helped younger children articulate their emotions, this initiative now extends its focus to teens and young adults, acknowledging the mental health challenges faced by youth today. Authenticity lies at the heart of the ‘Lovin’ Me’ initiative, which has been shaped by insights gathered from youth focus groups. The concept emerged during ‘The Media Challenge 2024’, an annual inter-student competition organised by Republic Polytechnic’s School of Business and the Diploma in Mass Communication. The competition brought together participants from various secondary schools to tackle a brief centred on promoting youth mental wellness in Singapore.
“As youth, we’re constantly juggling academic and career pressures, often at the expense of our mental and physical health. ‘Lovin’ Me’ is a powerful reminder that self-love isn’t just essential – it’s the first step to building mental resilience,” said How Jing Yi, a Republic Polytechnic student and focus group participant.
McDonald’s Singapore invites everyone to join the ‘Lovin’ Me’ movement. Watch the ‘Lovin’ Me’ music video on YouTube, download the ‘Lovin’ Me’ sticker sheets, explore the ‘Lovin’ Me’ Playbook, and tune into the upcoming ‘Lovin’ Me’ podcast series to keep the conversation going.
For more information on McDonald’s ‘Lovin’ Me’ initiative, please visit www.mcdonalds.com.sg/youth-mental-wellness
Images Credit: McDonald’s Singapore
