Foodpanda and SOS break the mental health silence, one cookie at a time

In conjunction with World Suicide Prevention Day, Foodpanda and Samaritans of Singapore (SOS) are using ‘honest cookies’ to encourage open and honest conversations, in hopes to normalize talking about mental health.

The Honest Cookie project, a campaign by TBWA\Singapore, taps on the favourite Singaporean pastime of bonding over food to encourage conversations around mental health awareness. Its fortune cookies provide easy conversation starters around mental health, to allow those who struggle with their mental well-being to feel more comfortable in sharing and seeking help.

Asheen Naidu, TBWA\Singapore’s global creative director explained, “With mealtimes being the most common time for people to get together, we decided to develop a light snack that initiates heavy conversations – helping us shift from a culture of silence, to one of openness and empathy.”

Together with its bubble tea merchant, Foodpanda will be distributing an Honest Cookie with every LiHo delivery or pick-up order made on the platform. A total of 10,000 cookies are up for grabs from all LiHo outlets islandwide, while stocks last. Foodpanda will also distribute over 300 Honest Cookies to its employees, as part of its initiative to prioritize employee mental health.