Fresh graduate Jedaiah Joel Chen (BBA 2023) is a social entrepreneur that advocates mental health awareness and support.
Since his first year at NUS Business School, Jedaiah founded I’m Friendly Co, an online mental health platform and community for young people aged 18 – 35.
“We offer anonymous text-based peer support to any young person in need via our web application and community of Listeners (trained peer supporters). Removing those barriers of access to help, we make emotional support readily available and approachable, creating a safe space for vulnerability and recovery,” said Jedaiah.
To date, I’m Friendly Co has over 17,000 minutes of ongoing anonymous conversations supported by 30 active Listeners.
The social enterprise grew from his project in the NUS wing of Social Impact Catalyst, a local youth-centric organisation focused on social entrepreneurship and innovation.
The NUS Social Impact Catalyst Club.
How it started
According to the Singapore Mental Health Study, 78.6% of people experiencing mental health issues did not seek help. The study indicates that those with higher education and employment were more likely not to seek treatment.
Motivated by personal encounters, Jedaiah and his project teammates set out to bridge Singapore’s mental health treatment gap. Hence, I’m Friendly Co was conceived to redefine mental health support through peer support.
Jedaiah said he uses the platform’s social channels to connect and recruit Listeners. “We are active on our Instagram and Telegram, where we post mental wellness content,” he added.
But it was a challenge growing the community as the platform is a new name in the mental wellness space. Jedaiah, though, feels it is a challenge worth taking on. “Choosing to be authentic and genuine within our branding, intentionally steering away from the traditional ‘faceless organisations’, allowed us to better connect with our community and establish trust.”
I’m Friendly Co was initially launched on Telegram and later transitioned to their own web app. “Since then, we’ve received many user testimonies on how our platform impacted them,” shared Jedaiah.“
Practice empathy
Jedaiah and his team encountered common topics: stress, anxiety and loneliness. “People underestimate the power of a listening ear. Just having someone present to help process emotions and experiences can be incredibly effective in having clarity and being empowered. Our Listeners practice empathy through these conversations, validating emotions and encouraging youths. They deconstruct issues and help youths brainstorm and derive with their solutions.”
Jedaiah and his team have also been hosting community events to destigmatise mental health, raising awareness and equipping young people with valuable skills to build resilience and to support one another better.
“Looking ahead, we’re currently developing a dedicated AI language model for mental health support that will further improve its quality, consistency and capacity. We are also exploring ways to implement this technology, be it in institutions of higher learning or corporates, changing the peer support landscape.”
Jedaiah shared his social entrepreneurship experience in a class
Following his graduation in July, Jedaiah, who majored in marketing and business analytics, is starting employment with L’Oreal as a digital and e-commerce management trainee. I’m Friendly Co will continue to serve the youth community with the support of his team.
Looking back, his business education has shaped how he runs the social enterprise. Jedaiah said, “I would say that I have the best professors who were always there to offer their insights and inputs into my social enterprise. I remember getting excited about each course, as they are opportunities to grow as an entrepreneur and my social enterprise. I learned from the best people in each field, and many of the lessons transformed my approach to things and gave me a new perspective on running a business.”
What sparked his entrepreneurial spirit? Jedaiah reflected, “I feel like my entrepreneurship journey has always been in direct response to a gap or problem that I encountered and a personal desire to take ownership of that problem and find a solution. Instead of complaining about a problem, accepting it as it is and moving on, I often ask, ‘What if?’ There are many possibilities and it is great if the solution you develop leads to social impact. We need more youths and more people who want to create positive change.”
