Health Promotion Board of Singapore: Creating a pro-quitting culture

This case study explains how the Health Promotion Board of Singapore took a new approach to anti-smoking campaigning, with a participatory, social media and content driven campaign.

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...

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