Singapore has launched a health campaign which aims to reach consumers with messages about weight loss and healthier lifestyle available via their mobile handsets. Singapore Health Promotion Board’s campaign is delivered by Crisp Media, a mobile advertising services firm, and Yahoo! Mobile. It was devised by ad agency OMD. The campaign is delivered via the health promotion board’s Facebook page and YouTube channel and is accessible via mobile devices. The initiative is the third iteration of the health promotion board’s Lose to Win campaign which aims to encourage weight loss.
This year’s effort focuses on social media to get its message across to consumers. Weekly videos feature advice about nutrition, physical activity and mental wellness. The campaign is designed to increase mobile video views on YouTube as well as interest via Facebook. Vernon Vasu, director of corporate marketing and communications for the health promotion board, stressed how its message cannot be “static” but rather “interesting, personal, relevant, sophisticated and, most importantly, mobile”. The best way to achieve these goals was to make its campaign viral with a bias towards social media tools, he said. For example users will be able to watch videos of participants and interact with them offering support. Vasu said this kind of engagement has a crucial role to play in health campaigns.