LGBTQ+ acceptance in Singapore remains low. Oogachaga, a community-based non-profit, utilized Snapchat to offer confidential support and instant advice to LGBTQ+ youth.
In Singapore, Section 377A of the Penal Code criminalises gay sex, and local schools lack a comprehensive sexual education curriculum that promotes inclusivity. It is concerning that approximately 40% of Singaporeans still hold negative views about homosexuality, further perpetuating stigma. Studies also show that LGBTQ+ teenagers are four times more susceptible to depression and engaging in suicide attempts.
The question then became: How can we ensure that vulnerable LGBTQ+ youth have access to the support and information they urgently need?
Our approach was to provide a discreet and confidential channel that respects users’ comfort and privacy. Snapchat was chosen as the platform because it is already widely used by youths and allows messages to disappear quickly. Users could ask questions and receive answers within seconds, whether they were seeking straightforward advice or guidance on coming out, knowing they could rely on a safe and confidential source of support.
Through Oogachaga’s counselling initiative on Snapchat, LGBTQ+ youth in Singapore were able to access immediate and confidential support, making it a secure and approachable avenue for help.
Client: Oogachaga
Agency: Ogilvy & Mather Singapore
Art Director: Foo Jong Ling
Copywriter: Siti Khalid
Creative Directors: Joao Braga, Axel Grimald
Cannes Lions Festival 2016 —
Silver in Media (Public Health & Safety)
Lisbon International Advertising Festival 2016 —
Gold in Mobile (Public Service)
Gold in Mobile (Best Use of Media)
Singapore Creative Circle Awards 2016 —
Silver in Mobile (Innovative Use of Social)
