How we used creativity to open up mental wellbeing conversations in healthcare
A three-year collaboration with NUS Medicine to support Crazy Socks 4 Docs — an international mental health awareness campaign for the healthcare community. Through consistent communications, creative collaterals, and participatory activations, the campaign helped keep conversations around mental wellbeing visible, approachable, and inclusive across healthcare settings.
The mission
Crazy Socks 4 Docs (CS4D) is an international campaign that raises awareness for mental health across the healthcare community — including doctors, nurses, allied health professionals, as well as administrative and ancillary staff.
Our work with NUS Medicine over three consecutive years (2022–2024) focused on supporting the campaign’s core intent: making conversations around mental wellbeing visible, approachable, and inclusive within healthcare environments. Rather than positioning mental health as a separate issue, the campaign aimed to normalise care and connection as part of everyday working life in healthcare.
The Brain Juice approach
Across the three years, our approach was to support continuity while allowing the campaign to evolve in form.
In earlier phases, the focus was on building awareness and recognition through clear, consistent communications and on-ground event setups. This ensured that CS4D remained visible and easily understood within busy hospital and school environments.
In 2024, the campaign expanded into more participatory and experiential formats. This included a sock design competition open to members of Singapore’s healthcare community, inviting them to express what mental wellbeing and care meant to them through creative design. Selected designs were produced and sold in limited quantities, turning individual expression into shared symbols of support.
This was complemented by pop-up booths at different hospitals during the first week of June, creating informal, welcoming spaces where staff could pause, connect, and engage with the campaign in a relaxed setting.
Throughout, the approach prioritised accessibility, warmth, and visibility using light-hearted elements such as socks and creative visuals to open up conversations around a serious topic, without diminishing its importance.
Our role
Brain Juice Collective supported NUS Medicine across the planning, design, and delivery of Crazy Socks 4 Docs over multiple years.
Our role included:
- Developing EDMs and communication materials to build awareness and sustain engagement
- Supporting event setups and on-ground visibility
- Designing creative collaterals such as handheld props, intranet banners, pull-up banners, and visual merchandise
- Refreshing campaign visuals, including logo adaptations, message cards, and social media content
- Supporting the design competition and pop-up booth experiences in 2024
Across all three years, we worked to ensure the campaign remained recognisable, relevant, and easy for the healthcare community to engage with.
Our impact
Through sustained visibility and evolving engagement formats, Crazy Socks 4 Docs at NUS Medicine helped keep conversations around mental wellbeing present within the healthcare community.
Over three years, the campaign:
- Maintained strong recognition and participation through annual touchpoints
- Engaged members of the healthcare community across different roles and institutions
- Created informal moments of connection and care within high-pressure work environments
While the impact of mental health awareness is not easily quantified, the campaign’s continued presence and evolution reflect its resonance with the community it serves.
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