DDB Group kicks off 'Kaki' for HPB

It is a national campaign to raise awareness on the importance of annual screening for colorectal cancer – Singapore's most prevalent cancer. The campaign was launched in conjunction with HPB’s 10th anniversary event, where free screening test kits were given out to those aged 50 and above.  

With the tagline ‘Something you joke about, something you don’t’, the title of the two-minute film is 'Kaki', which means ‘buddy’. It is directed by Royston Tan.

Research conducted by the health board shows that the main barriers toward effective cancer treatment is late detection, often as a result of a lack of awareness. A large number of Singaporeans do not know what colorectal cancer is and think screening is unnecessary as they have not experienced any symptoms, the HPB says.

The short film talks about long-time friends Ong and Raj who always spend their days in each other’s company playing chess, drinking coffee and joking around. Their friendship is built on good fun and not taking life too seriously.

As the story unfolds, it shows another side of the friendship when the topic of colorectal cancer comes into the conversation. Raj discovers something that may potentially change their friendship. It is no longer all about the laughs, and the joker does have a serious side.

Joji Jacob, executive creative director at DDB Singapore, said, "We needed to overcome our target audience’s pessimistic outlook, so we steered the film away from melodrama and chose to go with light-hearted Singaporean humor that would resonate with a broad audience."

Launched on 2 July, the TVC will continue to run together with three TVCs on free-to-air television until the end of July. The television spots are supported by print as well as radio open talk.

All media planning, optimisation and buying was handled by OMD Singapore.

Credits
Client Health Promotion Board
Creative agency DDB Group Singapore
Media agency OMD Singapore
ECD Joji Jacob
Director Royston Tan
Production Play Films Pte Ltd
Exposure Television, print, radio