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IHH Healthcare x Singapore Sea Regatta 2025

For the 2025 edition of Singapore Sea Regatta, we partnered with IHH Healthcare as their official brand and marketing team. From campaign concept to full execution, we built Rise Above The Waves, a mental health movement shaped through design, storytelling, and real-world connection.

Service

Brand Activation, Branding, Social Media Marketing, Event Activation

Client

IHH Healthcare, Singapore Sea Regatta

Year

2025

SSR25-Hero.jpg

The Brief

Following our collaboration on the 2024 edition, we were appointed as the official brand and marketing partner for Singapore Sea Regatta, a large-scale water sports event that would return to Marina Bay for the first time in years.

 

  • Create a new brand identity and campaign system for 2025

  • Build a marketing strategy focused on mental health awareness

  • Drive community participation across Singapore, from water sports enthusiasts to mental health advocates

  • Manage the campaign end-to-end: branding, digital, activations, KOLs, paid media, and partners

  • Lay the groundwork for a multi-year brand platform (2024–2027)

Our Insight

Mental health campaigns often feel heavy, corporate, or disconnected, especially when tied to sporting events.

But in a post-pandemic Singapore, mental wellbeing has become an urgent and deeply personal topic, especially for:

 

  • Youths

  • Working professionals

  • New parents

  • Athletes and creatives

 

To reach this wide audience, the campaign needed to be empathetic, hopeful, and collective.

The Idea: Rise Above The Waves

We developed the 2025 campaign theme:

 

Rise Above The Waves

 

More than just a slogan, it became the emotional centre of the event, a message of strength, hope, and movement.

 

This core idea informed:

 

  • The full brand identity system (logo, colour palette, visuals, tone)

  • A unified message across digital and physical touchpoints

  • The framing of every KOL post, partner activation, and ministerial appearance

  • The experience design of the festival space, the merch, and the race itself

 

“Rise Above The Waves” gave everyone - athletes, audiences, and organisers a shared language around mental health.

The Execution

Brand Identity

We built the entire visual language for SSR 2025 from the ground up. This included:

 

  • Campaign logo and graphic system

  • Colour palette, typography, and visual motifs

  • Branded merchandise, team tees, event lanyards, and singlets

  • Large-scale signage, festival cubes, media walls, and race day visuals

  • On-ground booth branding and directional wayfinding

  • A unified brand system that scaled across digital, print, and physical activations

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The identity was designed to feel energetic, inclusive, and emotionally resonant, representing both the physical intensity of water sports and the emotional undercurrent of mental health.

Marketing Strategy

We developed and executed a full-funnel marketing plan that connected pre-event, event-day, and post-event moments:

 

  • Built a cross-platform social media calendar with modular content themes (educational, KOL-led, behind-the-scenes, campaign stories)

  • Rolled out paid ads optimised for reach and sign-ups

  • Produced posters, digital assets, and display ads

  • Managed on-site experience design, ensuring brand continuity from feed to festival

 

The strategy was rooted in storytelling, structured for scale, and timed to build momentum in phases, from teaser to takeover.

KOL Management

We curated, casted, and coordinated a lineup of KOLs whose personal brands and lived experiences reflected the campaign’s mental health focus. This included:

 

  • Naomi Yeo – Radio DJ and voice talent with an open voice on mental wellness

  • Tyen Rasif – Fitness creator known for addressing body image and burnout

  • Darshen – Youth mental health advocate

  • Lisa Chan and Dawn Sim – Wellness figures with strong community roots

  • Aiman Haikal (Aiman OMG) – Content creator with strong Gen Z reach and authenticity around mental health struggles

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We also coordinated VIP guest involvement, including Minister for Health Mr Ong Ye Kung, ensuring the campaign reached both grassroots and national levels.

The Results

Rolled out one of the most visible mental health campaigns in Singapore’s sports calendar

  • Reinforced Singapore Sea Regatta as a platform for purpose-driven water sports

  • Drove strong community turnout and digital engagement

  • Saw record social reach via KOL content and ministerial presence

  • Delivered a fully integrated experience

  • Solidified our role as the official brand and marketing partner for the next 3 years

LETS TALK

© 2025 by CRRADE Agency. All rights reserved.

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