Mutant has been appointed as the public relations partner for Beyond the Label (BTL), a nationwide Singapore movement addressing stigma and advocating for the social inclusion of persons with mental health conditions.
The agency will provide strategic communications counsel and lead earned media relations for BTL and its workgroups—Carers, Children & Youth, Seniors and Workplaces—from July 2026 to March 2027.
Mutant will also develop PR strategies for BTL’s public education campaigns and initiatives and support issues and crisis communications where required.
Launched in 2018, BTL brings together stakeholders across Singapore’s mental health ecosystem to raise awareness of stigma, build greater understanding of mental health conditions and encourage people who need support to seek help early. BTL is co-led by the National Council of Social Service (NCSS) and TOUCH Community Services.
Under its 2026 theme, “Mental Wellness Begins With All Of Us”, BTL will continue to emphasize the role individuals and communities play in creating a more supportive and inclusive society.
As part of the partnership, Mutant will work with BTL Ambassadors, spokespeople and partner organizations to identify stories and perspectives for different communities.
BTL Fest 2026 will take place from October 23 to 25 at Bayfront Event Space. Mutant will lead media relations and publicity for the event as part of its broader campaign support.
“Addressing mental health stigma requires more than raising awareness,” said Ms Andrea Chan, BTL Rep and Group Head of TOUCH Counselling & Psychological Services.
“It means helping people understand how stigma is experienced and giving them the confidence and practical knowledge to seek help or support those around them. We look forward to working with Mutant to bring these conversations to more Singaporeans and strengthen understanding of the role everyone can play in building a more inclusive society.”
“Mental wellness touches every part of our lives, but the way people experience and talk about it can differ considerably across families, generations, communities and workplaces,” said Lina Marican, Regional Managing Director at Mutant.
“Our role is to translate a complex and deeply personal issue into stories that people can recognise themselves in, which can help shift both attitudes and behaviours. We are proud to support BTL in making conversations about mental health more accessible, encouraging earlier help-seeking behaviour and advancing the social inclusion of persons with mental health conditions.”
