Michelle Chow
Founder / The Largest Continent
Corporate Sponsor I:
Cyclect Holdings
Singapore Association for Mental Health
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Who are you? Tell us a bit more about yourself!

Very much like the values that my company holds, I’m a Thinker, a Listener and a Care-bear. Besides applying it to a marketing case file, I generally like to connect with people and social issues on a deeper level, understand them and feel for them. So if I were to sum myself up, I’m a passionate doer that is fuelled often by my own dreams but also others whom I believe in.

What’s your story? Tell us about a life-changing incident.

Since a young age, someone dear to me developed schizophrenia and as a kid, I was half kept in the dark and half clueless about what was going on. I had always wished more people knew about this mental illness and were unafraid to talk about it so that kids like me were unafraid to face it together with the afflicted.

Why 50for50 and why now?

Because I always had this wish at the back of my mind, I know at some point I would want to make a difference in changing people’s mindset about mental illness be it in a small or big manner. When this opportunity to do 50for50 came to me, I thought if my efforts can multi-fold with the support of a corporate body and the government, the impact I would have created myself is now more meaningful than ever.

What gets you up in the morning?

A fun and meaningful day ahead!

Why this cause out of so many causes?

My search was naturally narrowed down to mental illness related causes and Silver Ribbon called out to me probably because of my marketing instincts. If breast cancer has the pink ribbon and rehabilitation of ex-offenders has the yellow ribbon, why not a silver ribbon awareness campaign for the mentally disturbed. I feel there’s a huge market gap for this cause and with my skillset, I believe I can make a difference.

Any experiences with charity or non-profit work before?

My first encounter was in secondary school when I went on a catholic missionary trip to Chiang Mai to visit an orphanage, but I think I only better understood the workings behind social work when I did a social work module in NUS and got to spend an entire day at an old folks home.

What kind of change are you looking to bring about as a changemaker?

The big dream is to have people unafraid of talking about mental illnesses, to empathize and not sympathize, to be more aware and sensitive with a more educated mind. With my first baby step and the Silver Ribbon cause, I aim to create an effective marketing campaign to drive awareness to the different kinds of mental illnesses and raise funds at the same time to hopefully support more marketing efforts in the future.

What is your big idea on how to raise funds for 50for50?

The action is a simple one – I’ll collect my friends and families unwanted fashion and household items to resell and raise funds. However, I’ll curate them and create impactful visuals to run a social media campaign for #silverribbon. These visuals will illustrate the minds of the mentally challenged and bring it down to a relatable level for the average joe. For example to illustrate a schizophrenic mind, imagine an outfit at the centre of the picture with many other options surrounding it – often people think schizophrenics have split personalities but in actual fact the most disabling symptom is the many voices they hear in their head. Bipolar disorder will then be illustrated by two very different styles of outfits with a line drawn in the middle. Depression will take the form of an all black outfit. In every picture, there will be a silver ribbon pinned to one of the clothing. The silver ribbon will also be given to any participating donor who would buy the preloved item.