Emobot Encourages Youths to Express Feelings

Also to Show Support for Their Peers

[SINGAPORE: November 29, 2010] In a bid to encourage Singaporean youths to share their feelings and show support for their peers, the Health Promotion Board (HPB) has launched the “What’s Your Song” campaign. Conceptualised by Ogilvy Singapore, it is a digital campaign that centres predominantly on Facebook, where an application affectionately named “Emobot” will help youths to express their emotions through music.

In today’s hectic society, youths face many challenges in their studies as well as personal relationships and often grow up driven by the need to be perfect. It is not surprising, then, that they may feel hesitant about sharing their feelings especially negative ones. The “What’s Your Song” campaign was conceived to as a platform for youths to share their feelings through song, and in this way, negate the possible fear of judgment or vulnerability that they typically associate with sharing their feelings.

At the Facebook page (breathe.sg/whatsyoursong) users can key in a word that describes how they feel at that moment and the Emobot will play a song depicting that feeling. At the same time, users can share the song with their friends and even offer peer support by sending friends a song to cheer them up.

“Music and Facebook are the perfect tools for this campaign as they are highly interactive platforms that youths use on a regular basis. Music has always been a powerful and accessible medium to convey one's innermost feelings, which is why we created the Emobot. Also, Emobot lives on Facebook because the nature of social media supports the sharing of emotions. Friends can provide peer support and even cheer one another up with songs through Emobot,” said Troy Lim, Creative Director, Ogilvy & Mather Advertising Singapore.

“Through the Emobot, we want youth to know that it is all right to feel down occasionally and that there are resources online, such as audiblehearts.sg1 that youths can tap on should they need a listening ear,” said Ms Prema Govindan, Deputy Director, Youth Health Programme Development 2, HPB.

The “What’s Your Song” campaign will run from now till February 2011, and Emobot will keep youths company till November next year.



Ogilvy & Mather Singapore

Long Li Yann, +65 98565405

Jane Fraser, +65 9821 2914

Health Promotion Board
Suryani Tupani, +65 9270 2076

About Ogilvy & Mather
Ogilvy & Mather (ogilvy.com) is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a part of the WPP Group (NASDAQ: WPPGY, www.wpp.com.)  For more information, visit www.ogilvy.com.

About Health Promotion Board
The Health Promotion Board (HPB) is a statutory board formed under the Ministry of Health, Singapore. HPB (www.hpb.gov.sg) is the key national driver for health education, promotion and disease prevention programmes for children, adults and the elderly in Singapore. The vision of HPB is a nation of healthy and happy people, while the mission is to promote health excellence by empowering individuals to take ownership of their health. With its partners, HPB creates a supportive environment, and provides health education and preventive health services to empower Singaporeans to attain the best possible health throughout life.

1 Audible Hearts is a secure web portal offering online peer support by youths for youths managed by a network of trained and dedicated youth volunteers between 17-27 years old. The portal aims to supplement current help-lines as an avenue for young people to seek support anonymously through the Internet.


Contact: Long Li Yann
Date: November 29, 2010
Office: Singapore