BRAVE

Brave is the official mascot of the National Council of Social Service’s (NCSS) Beyond the Label (BTL) campaign, which addresses the stigma surrounding mental health conditions in Singapore. The BTL movement aims to encourage early help-seeking behaviour and empower individuals to support their loved ones in their mental health journeys.

Introduced in 2022 as part of the Beyond the Label 2.0 campaign revamp, Brave is a turquoise blob with rosy cheeks, designed to be approachable and relatable.

Brave has been actively involved in various events and initiatives to promote mental health awareness. For instance, during the Beyond the Label Festival at Jewel Changi Airport, Brave interacted with attendees, including then President Halimah Yacob, to foster a more inclusive society.

In 2023, Brave was featured alongside Muffinsaurs, the mascot for World Mental Health Day, in a collaboration with Starbucks Singapore. Limited-edition pins and stickers showcasing both mascots were made available to the public. Concept trains on the North-South and East-West MRT lines that featured Brave encouraged the public to ‘Go Beyond’ the mental health stigma and better support persons with mental health conditions in schools, workplaces and the community as they go about their daily commute.

In 2024, BTL collaborated with apparel brand The Everyday Club to produce a puffy pouch as part of the year’s Beyond the Label Festival.

Brave is frequently featured on BTL’s social media channels, where it shares mental health tips and personal experiences for followers to relate to.

Through Brave’s engaging presence, NCSS continues to work towards reducing mental health stigma and encouraging open conversations about mental well-being in the community.

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