The DDB-developed campaign builds on the momentum generated in the past year which focusses on getting Singapore residents to be aware of their Body Mass Index (BMI).
Singapore, similar to other developed countries the world over, faces an uphill challenge of fighting a rising prevalence of obesity.
The World Health Organisation (WHO) has also declared obesity to be a global epidemic and has been spearheading a series of consultations and awareness campaigns to raise awareness of the rising trend.
Although Singapore’s obesity statistics are not as high compared to that of other developed countries, the Health Promotion Board has taken a proactive approach to address the obesity issue before encountering any severe consequences for public health.
“HPB recognises that achieving a healthy lifestyle with good dietary habits and regular physical activity can be made easier and more enjoyable with the support from family and friends,” said Lam Pin Woon, CEO, HPB and co-chairperson of the NHLC 2010 organising committee.
"After all, a healthy lifestyle helps us enjoy the benefits of what we work so hard for, and ultimately builds a brighter future for all of us," Lam added.
Agency: DDB Singapore
Executive creative director: Joji Jacob
Creative director: Terrence Tan
Senior art director: Russell Fong
Copywriter: Lee Tse Ling
Producer: Karen Leong
Traffic manager: Josephine Ng