Communication Design School of Design Singapore

Rian Herdiawaty Binte Mohd Reduan

Need Care Too


This project caters for adolescents. As they grow, they are getting more anxious, stressed and depressed than ever, trying to fit in, to belong. They are at the peak of finding their identity and navigating through life. Social media makes it worse, feeding them the wrong concept of identity. This project intends to help teenagers, aged 13 above, relearn and redefine their preconceived notion of needing to conform to these boxes and labels. By creating a safe space and identity on social media, for teenagers to rediscover themselves, celebrate and learn about each other’s differences, despite labels. Creating a community where they can learn how to cope, deal with, and live despite differences, labels, and stereotypes.



Social Media Campaign

Act I: The Shameless Creature

Act One touches on the issue of body shaming especially among females. The figure serves as a contrast on the trapeze. Despite her body and flesh lodged between the bars, she’s still doing her thing, despite judgements. She is owning who she is and being authentically true to herself, she does not care if she is labelled as shameless. The lingo “haters will say it’s photoshop!” emhpasizes on the contradiction. Society will think it’s fake or impossible for an overweight woman to be on a trapeze simplydue to the stigma of how weight defines our abilites–what we can or cannot do.

Act II: The Screw up

Act two is about the strive to be perfect and how society defines you through your past mistakes. The pressure to always be perfect can break us at times because we simply aren’t perfect. The juggler is striving to be a better man and is juggling well. But society can’t sit still knowing someone has made a mistake and even after they’ve moved on from it, society can never. Twitter detectives go all the way to find someone’s old tweet–to rake up the past and throw it in their face even when the person has changed along with the phrase “ain’t this you?” or “dis you?”. The dead face represents the juggler’s past mistakes or the ball that he dropped.

Act III: The boys who cry

Addresses the stereotype of toxic masculinity, where men should not show any signs of vulnerability or they will be labelled as someone with an unwarranted sense of entitlement, or are overly-emotional, easily offended, and unable to deal with opposing opinions. But here, the clowns are crying and dancing in their own tears, embracing their sadness and crying proudly. But of course, when people show any kind of vulnerability especially online, society judges them and assume that they are doing it “for clout” or for the attention.

Promotional stickers

Need Care Too

The mental health and wellbeing of a caregiver are often being overlooked and neglected. When the caregiver is burnt out, who will care for them? This campaign aims to shine a light on caregivers and caregivers stress syndrome–urging the community to reach out and be there for them because they need care too.