Aids and smoking control are the key campaigns the two agencies will be assigned, as the Government body looks to persuade Singaporeans to lead healthier lifestyles.
The appointment is good news for DDB, which has handled the account since 2006, when it first won the business. HPB has proved one of the agency’s most creatively rewarding accounts.
The appointment is good news for DDB, which has handled the account since 2006, when it first won the business. HPB has proved one of the agency’s most creatively rewarding accounts.
The agency won the business ahead of a field that included The Alchemy Partnership and Euro RSCG.
Lam Pin Woon, HPB’s CEO, said: “HPB has worked closely with DDB to encourage Singaporeans to adopt healthy living. Through this partnership with DDB, which has included a year of learning and collaboration, HPB will continue to creatively reach out to Singaporeans to live a healthier lifestyle.”
Recent campaigns by the Adult Health department have included the ‘Open your heart’ initiative to raise understanding towards HIV/ Aids sufferers, and ‘HIV credit card’, targeting the city’s well-heeled youngsters.
Meanwhile, HPB’s Smoking Control unit has used a mixture of shock tactics and softer messaging to persuade Singaporeans to quit.
Last year, the body unveiled its ‘Quitting is hard. Not quitting is harder’ campaign, a follow up to the health warnings now on cigarette packets. The packs, introduced in 2006, depict smoking-related conditions such as neck cancer.
