CLIENT
Ministry of Communications and Information
Karen Tan / Senior Director /
Ministry of Communications and Information
Soffy Hariyanti Abdul Rahim / Director /
Ministry of Communications and Information
Chong Chee Yin / Deputy Director /
Ministry of Communications and Information
Stanley Ng / Senior Manager /
Ministry of Communications and Information Ho Ying Jie / Senior Manager /
Ministry of Communications and Information
AGENCY
Jeff Cheong / Deputy President /
DDB Group Singapore
Benson Toh / Creative Director /
DDB Group Singapore
Tytan Chang / Senior Copy Writer /
DDB Group Singapore
Eugene Yow / Senior Art Director /
DDB Group Singapore
Khoo Kai Qi / Account Director /
DDB Group Singapore
June Fong / Senior Planner /
DDB Group Singapore
Katijah Yusoff / Associate Account Director / DDB Group Singapore
Starcomm Worldwide Singapore
Lydia Adlina / Associate Director /
Starcomm Worldwide Singapore
SUMMARY
Singapore has the 2nd highest diabetes rate in the world, the number of diabetics is forecasted to double by 2050. We had to speak to the 'invincible' younger generation brought up by sweetened drinks, not through facts and figures, instead, to make drinking water the new hype, we created a new social consciousness that gave youths reasons to listen and drop the sugar. The campaign exceeded over 200% in views, breaking through to very very difficult-to-reach and cynical youth. Nothing like a usual government campaign, exceeding benchmarks by 76%.
