Health Promotion Board | Childhood Injury Prevention Program | Singapore

“Jingle bells, jingle bells, jingle all the way, oh what fun, it is to play, safely all the way, hey!” runs the line by Ogilvy & Mather Singapore. The new campaign partners with new organisations such as the National Parks Board and Safra Jurong to encourage parents and caregivers to pay more attention to child injury prevention at home and when they are out.

A Christmas-themed art installation will be visible at the indoor playground at Safra Jurong and the KK Women’s and Children’s Hospital (KKH) Tower. Ogilvy will also wrap up lampposts in selected playgrounds around town with The “Play It Safe” illustrated posters. Radio ads are aired with re-writes of the common nursery rhyme tunes to drive traffic to the HPB website.

Over 10,000 children are admitted to the Children’s Emergency ward of KKH every year. “The holidays are a time when children tend to play more, whether at home or at the playground, and it would be a pity if the fun is ruined because of an accident that could have been easily prevented,” said V Prema, deputy director of the Youth Health Programme Development 2 and the Youth Health Division at HPB.

The Childhood Injury Prevention Programme was initiated in 2004. PR duties are handled by Edelman.

Ogilvy & Mather retained the youth health account of HPB in April following a pitch.





Credits:
Project Childhood Injury Prevention Program
Client Health Promotion Board Singapore
Creative agency Ogilvy & Mather, Singapore
Executive creative director Robert Gaxiola
Creative director Troy Lim
Art directors Fajar Kurnia, Hwee Chong, Hazel Lim
Copywriter Esther Tan
Planners Sonal Narain, Huiwen Tow
Agency producer Benjamin Tan
Illustration Andrew Tan
Account servicing Shirley Tay, Monica Degrave
Exposure Print