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Health Promotion Board
Team More VS Team Less

RAN IN: Singapore

CLIENT
Health Promotion Board

Dawn Lee / Director / Health Promotion Board
Goh Kah Lin / Deputy Director / Health Promotion Board
Brenda Maderazo / Assistant Director / Health Promotion Board
Kamini Palanisamy / Assistant Manager / Health Promotion Board

AGENCY
Publicis Singapore *Lead Agency

Joanne Theseira / Managing Director / Publicis Singapore Pte Ltd
LeeAnn Chen / Senior Planner / Publicis Singapore Pte Ltd
Pei Ling Ho / Creative Director / Publicis Singapore Pte Ltd
Jia Ying Goh / Creative Director / Publicis Singapore Pte Ltd
Fajar Kurnia / Executive Creative Director / Publicis Singapore Pte Ltd
Jeremy Chia / Executive Creative Director / Publicis Singapore Pte Ltd


SUMMARY

Exercising so you can eat? Or eating healthy so you don't have to exercise? Supported by insights-driven marketing communications, the Health Promotion Board (HPB) created a healthy rivalry to get Singaporeans to pick between TEAM MORE physical activity versus TEAM LESS unhealthy food and ultimately find the balance in-between. At the heart of the campaign is a “personality quiz” that not only sorted Singaporeans into two teams, but also served as an effective and scalable gateway into identifying individual health mindsets to personalise health communications and customise participants’ health journeys.

CASE VIDEO


Language: English