Iris worldwide partners with Warner Music Asia to launch ‘Project Unsung’ for World Mental Health Day 2020

Iris worldwide partners with Warner Music Asia to launch ‘Project Unsung’ for World Mental Health Day 2020

A campaign by Iris

Warner Music Asia has launched ‘Project Unsung’, a campaign featuring leading artists talking about their experience of mental health issues in a bid to destigmatize conversations around the topic.

Artists including Nathan Hartono and Jasmine Sokko (Singapore), St. Wolf (Philippines), Anri Kumaki (Japan), Pyra (Thailand), Dough-Boy (Hong Kong), Hanin Dhiya (Indonesia), Kiiara (USA), Sam Feldt (Netherlands), Elderbrook (UK), and Soleima (Denmark) also read aloud some of their most profound and deeply personal lyrics.

Destigmatizing mental health for those both inside and outside the music industry.

The hope is to raise awareness and draw attention to how crucial conversations and lending a thoughtful voice can be to destigmatizing mental health for those both inside and outside the music industry.

The campaign has been created in support of the Speak Your Mind campaign, powered by United for Global Mental Health ahead of World Mental Health Day (October 10th). It’s part of the specialist charity’s 24-hour virtual March for Mental Health, which aims to drive change and investment in mental health globally. Warner has partnered with integrated communications agency Iris to bring the campaign to life.

Warner Music Asia has also created a playlist featuring songs from the campaign and others, which you can listen to here.

Ed Cheong, Creative Director, Iris Worldwide Singapore, says: “When you take away the beats, bright lights, moves, melody and the singing, lyrics are just heartfelt sentiments. Sentiments that should be heard by simply speaking up. We are humbled by the support of artists from around the world in giving their voices to this project. We hope to help demystify the subject of mental health and normalise the fact that it’s okay to not be okay.”

Becky Yeung, Head of Brand Partnerships, Warner Music Asia, adds: “It’s great so many artists are using their music in a different and unexpected way in this campaign to help dispel the stigma around talking about mental health. This is an issue that can affect people from all walks of life, which is why we feel so strongly about enabling discussions and making sure we look out for each other. We hope this will encourage more people to speak up, particularly in Asia where talking about your mental health has historically been perceived as a sign of weakness.”

Elisha London, CEO and Founder of United for Global Mental Health: "Our voices have power and when you put them together collectively, change does happen. This World Mental Health Day, as we march together, we are sending a message that is loud and clear. It's time to invest in mental health so that everyone, everywhere has someone to turn to."

Nathan Hartono, who is signed to Warner Music Singapore and Warner Music China, says: “I feel like even though the taboo is slowly being lifted on mental health, it’s still tough to talk about your feelings. I’ve definitely struggled to share my own emotions in the past and music has served as a great outlet to express myself. I hope that by opening up on the topic it encourages more people to do the same, and to understand that it’s ok to be vulnerable sometimes and share what might make us feel sad or depressed.”

Full list of participating artists:

  • Nathan Hartono (Singapore)
  • Jasmine Sokko (Singapore)
  • Leanne and Naara (Philippines)
  • St. Wolf (Philippines)
  • Hanin Dhiya (Indonesia)
  • Suara Kayu (Indonesia)
  • Rahmania Astrini (Indonesia)
  • Aizat Amdan (Malaysia)
  • Young Hysan (Hong Kong)
  • Dough-Boy (Hong Kong)
  • Kiiara (USA)
  • Soleima (Denmark)
  • Anri Kumaki (Japan)
  • D Gerrard (Thailand)
  • Pyra (Thailand)
  • Sam Feldt (Netherlands)
  • Elderbrook (UK)

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