DDB Singapore was appointed ahead of pitch rivals Saatchi Lab, McCann Erickson and incumbent ADK to create campaigns to increase public awareness of the mosquito-borne disease and methods with which to contain it. PHD will handle media planning and buying.
Singapore falls within a belt of tropical countries susceptible to dengue, and outbreaks of the disease not uncommon. Cases of dengue have increased steadily in Singapore since 2006, and experts warn that rising temperatures and new strains of the virus will make the disease increasingly difficult to contain.
In 2005 Singapore suffered its worst health crisis since the 2003 SARS epidemic when 13,984 cases of dengue were recorded, resulting in 19 deaths.
The pitch was part of an annual advertising review held by the NEA.
