MCI Joins in the War on Diabetes

Singapore, 26 December 2016

Did you know that diabetes is common in Singapore? Statistics show that Singapore has the second-highest proportion of diabetics among developed nations. It is estimated that by 2050, as many as 1 million Singaporeans may suffer from diabetes – that would mean 1 in 6 Singaporeans.

As part of the Government’s efforts to engage the public in the “war on diabetes”, Ministry of Communications & Information (MCI), in collaboration with the Ministry of Health and the Health Promotion Board, joined forces with SPHMBO, the Out-of-Home media arm of Singapore Press Holdings Limited, to bring public awareness about diabetes and empower individuals to take control of their health.

MCI has embarked on a large-scale campaign across multiple touchpoints to convey the ‘Let’s Beat Diabetes’ message to Singaporeans. Taking this campaign to the outdoor environment, MCI propelled an interesting approach through a creative and iconic Domino installation at various locations in town and heartland areas. The falling rows of 4 life-sized dominoes convey how bad habits can eventually lead to diabetes and health complications.  They are set up cleverly to illustrate to Singaporeans that the choices they make now can have a cumulative effect on their future health. One side of the 1.8m-tall domino has a digital screen that features videos illustrating the “domino effect” of bad diet and lifestyle habits. To reverse the chain reaction, Singaporeans simply have to remember B.E.A.T - Be aware of the risks; Eat right; Adopt an active lifestyle and Take control of their health by getting regular health checks.

Besides the iconic installation, the campaign has leveraged different venues on SPHMBO’s suite of digital inventories; from the island-wide indoor network at POSB banks to the large digital screens at HDB Hub and VivoCity. These locations are strategically selected to amplify the reach to a diverse group of audience on the go.
MCI aims to inspire a positive chain reaction to the young and working adults as well as older Singaporeans who have or are at risk of developing diabetes. The campaign reminds individuals to take action and embark on a healthier journey not just for themselves but their families as well; and change their lifestyle to prevent the onset of developing diabetes.

The campaign’s domino installation runs for 8 weeks from 5 Dec 2016 – 5 Feb 2017 across multiple locations in Jurong Point, Midpoint Orchard, Big Box, White Sands, Tampines Mall, One KM Mall and more. Look out for this creative installation while on the go! Make a positive change today. Let's B.E.A.T. diabetes together!
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