Health Promotion Board: Ong & Raj

Arthur Chan and Chang Yin Wuan, Ammy Lau

Campaign details

Brand owner: Health Promotion Board
Agency: Health Promotion Board
Brand: Health Promotion Board
Country: Singapore
Channels used: Internet – general, Newspapers, Online video, Print – general, unspecified, Radio, Social media, Television – direct response
Media budget: 500k – 1 million

Executive summary

In 2011, the Health Promotion Board (HPB) launched a campaign for the first time to heighten awareness about colorectal cancer – the most common form of cancer in Singapore. Through the use of laidback, local humour, the campaign was able to educate people on the importance of annual screening for early detection of the disease and, critically, to get them to go for screening.