The National Council of Social Service (NCSS) has launched a chatbot to encourage mental health sufferers to seek help. It was launched for the first time as part of its “Beyond the Label” campaign.

McCann Worldgroup Singapore, which was the creative agency behind the campaign, helped to develop the Facebook Messenger chatbot named “Belle” together with AI technology partner AiChat. It connects youth, adults and seniors to mental health resources and helplines, as well as educate the public with tips on how to interact and support persons with mental health conditions.



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