Results and Effectiveness

•88% of surveyed respondents have recalled seeing the Dengue Control advertisements. •98% will make an effort to do the “5-Step Mozzie Wipeout” •Everyone has role to play in Dengue-busting. 20% of the working mothers have acknowledged that they have a responsibility to protect their loved ones against Dengue Fever. Source: Agency Research on TV activities (Sample size: 500 Singaporeans aged 15-69)

Creative Execution

Let’s get personal! – We deployed media channels that resonate well with our targets. “What will Dengue cost you today?” was the catalyst to trigger emotional & personal motivations for the different segments to take action, to drive individual action by understanding their lifestyle habits & role in life. Innovative tactics were utilised on traditional media platforms. TV branded contents – key target motivations were weaved into the plot of existing drama programmes to illustrate the relevance and implications of Dengue Fever in their everyday lives. Interstitials were then created out of these branded contents and ran as spots for sustenance. On radio, stories in the form of a 15-parter drama series ran on Capital 95.8FM, Warna 94.2FM and Oli 96.8FM. For press, we deployed sponsored series, featuring real life Dengue victims who shared their personal stories to amplify the “cost of Dengue” to them. Wholly-painted buses provided baseline coverage.

Insights, Strategy and the Idea

The key objective is to inculcate the practice of “5 Step Mozzie Wipe-out” as an everyday habit. While the awareness level of Dengue Fever is very high, we need to find the trigger point for one to take active actions and incite behavourial changes. No two individuals are the same and in a similar fashion, NEA should not adopt the “one-size fits all” communication message that has become a blind spot. The messaging has to be contextual and speaks directly to the targets. We deviated from mass outreach to segment marketing and identified our targets based on their propensity to act – Mother Traditionalist (full time housewives), Mother Balancer (working mothers), Have-nots (blue-collar workers) and Silveries (Retirees).