CLIENT
Health Promotion Board
Dawn Lee
/ Director
/ Health Promotion Board
Brenda Maderazo
/ Assistant Director
/ Health Promotion Board
Devona Yeap
/ Senior Manager
/ Health Promotion Board
Carolyn Soh
/ Senior Manager
/ Health Promotion Board
AGENCY
Joanne Theseira
/ Managing Director
/ Publicis Singapore Pte Ltd
Cherie Tan
/ Senior Account 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
SUMMARY
To slow the upward rise of diabetics, the Health Promotion Board sought to make healthier drink options more appealing so consumers would feel empowered to make a lower-sugar drink choice during consumption moments. The campaign set out to reframe Singaporean’s perspective around lower-sugar drinks and taste with 80% of Singaporeans having recalled the message. 78% reported a desire to switch and choose lower-sugar beverages while 79% of audiences were motivated to consume lower-sugar beverages. This was clearly supported by a 31% increase in sales of healthier drinks.
