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Health Promotion Board
Two Minutes of Sweet Content

RAN IN: Singapore

CLIENT
Health Promotion Board

Esther Pee/Deputy Director - Marketing (Preventive Health)/Corporate Marketing Division/Health Promotion Board
Rachel Tan/Manager - Marketing (Preventive Health)/Corporate Marketing Division/Health Promotion Board

AGENCY
DDB Group Singapore *Lead Agency

Chew Ping Nan/ Creative Director/ DDB Group Singapore
Amos Chew/ Art Director/ DDB Group Singapore
Wee Koon Poh/ Copywriter/ DDB Group Singapore
Linda Avriani/Senior Account Manager/DDB Group Singapore
Noahafizah Faisal/Associate Producer/DDB Group Singapore
June Fong/Senior Strategic Planner/DDB Group Singapore
Audre Ang/Junior Planner/DDB Group Singapore
Josephine Ng/Traffic Manager/DDB Group Singapore


Wavemaker


Big 3 Media


SUMMARY

This online campaign got busy, internet-savvy Singaporeans to take the Diabetes Risk Assessment (DRA). We pandered to their craving for entertaining Internet content to “tease-and-ease” them into taking the test. The content we created was a series of Facebook posts, each a two-minute video of “wasteful entertainment” – from silly brain teasers to inexplicably mesmerising motion. After capturing their attention, we pointed out to them that they could have completed the DRA in the time they wasted, viewing our video. We made the stimulus the message!

CASE VIDEO


Classification: National

Language: English