Health Promotion Board of Singapore: Creating a pro-quitting culture
Principal authors: Sonal Narain and Tania Chan, Ogilvy & Mather SingaporeContributing authors: Chanderni Devi, Huimin Ng, Jon Loke, Troy Lim and Shirley Tay, Ogilvy & Mather Singapore
Summary
This paper demonstrates how the broader industry shift, from one-way to more social & participative communications can be of incomparable value to the social marketing sector, as changing age-old deep culturally embedded attitudes & behaviours needs much more than one-way communications. It requires systemic or cultural change.
The 2012 IPA entry focused on how a fundamental shift in messaging changed...