As Singapore grapples with 40 confirmed cases of the H1N1 flu, the HPB’s latest ads aim to convey the importance of washing hands to prevent the spread of flu while eye-catching visuals imbue a sense of urgency for Singaporeans to take action.
The ‘Monster hand’ campaign can also be seen in public toilets, on trains and train stations as well as bus stops.
Terrence Tan, creative director at DDB Singapore, said that while awareness levels of good personal hygiene habits is high among Singaporeans, the actual practice of these habits is low due to a general sense of complacency.
“People do not see the need to wash their hands with soap and water regularly and this was a key issue that we had to address,” he said. “In order to tackle the 'what you don't see, you don't clean' mentality, this ad was conceived to illustrate clearly the invisible germs that can be present at any one point in time.”
