WHAT IT'S ALL ABOUT
To follow-up on previous caloric literacy campaigns, the Health Promotion Board (HPB) came to us with the brief of educating Singaporeans on the recommended daily intake of calories, as well as encouraging them to develop healthy eating habits by being more aware of their daily food consumption choices.
This process included developing an integrated campaign and collateral mock-ups which were presented to the clients.
WHAT WE DID
25-49 years old, PMEB & White Collar Workers
- Members of the target audience think that they know what’s best for their own health.
- Members of the target audience need a reason or incentive to eat healthy.
- Members of the target audience seek convenience and efficiency.
- Encourage our target audience to have a deeper understanding and knowledge of what they are eating.
- Persuade our target audience to start counting their calories by providing them with a reason to.
- Change the mindset of our target audience by showing them that calorie counting is not troublesome.
- Do you really know what you’re consuming?
- Calorie counting helps you to make healthier food choices.
- Calorie counting is not as troublesome as you think.
DON'T ASSUME WHEN YOU CONSUME
HOW I FELT
Working on this brief was interesting as it was an opportunity to work with clients who are not trying to sell a product or service. Pitching to real clients also gave me the opportunity to attain client feedback, which has shaped the way I approach my current and future projects. Among the four teams that pitched, our campaign was chosen by the clients.