Results and Effectiveness

Achieved astonishing results • 203% increase in participation for Lose to Win® Challenge 2010 • 93% of total number of participants lost weight and 99% had an improved fitness index. • Massive cast of 500 Singaporeans from all walks of life participating into the Singapore’s Healthiest TVC. • More than 10,000 people came together at NHLC event • 1,834 Healthy Together Pledges taken on Facebook, a pledge conversion of 10.7% • 180% increase in number of fans on Facebook (from 6,149 to 17,189 fans) • Total of 15,616 click-through were registered, a 10% CTR (well above industry norm of 0.1%)

Creative Execution

Creative Strategic Solution - HEALTHY TOGETHER Sparking a Movement to Inspire Societal Change with a Mission to encourage people to eat well and move more Step 1: Recruitment of participants for Lose to Win® Challenge - a 12-week weight loss programme Step 2: Produced Singapore’s very own reality TV show on Channel 5/8 Step 3: Recruitment drive for Singapore’s Healthiest TVC - Crowd sourced TVC Step 4: Many came together for the TVC Filming Session Step 5: Launch of NHLC 2010 - an annual event Step 6: Healthy Together Movement officially launched with fully integrated media - TVCs in all terrestrial TV, cable channels, sceens in office’s lifts/shopping malls - Publish HPB’s first ever Healthy Together Newspaper Supplement - Magazines advertorials providing healthy eating tips - Islandwide outdoor bus-stop posters and at Food Courts/Restaurants - Digital/Social Media - An application in Facebook for virtual pledging/commitment - Radio talk shows

Insights, Strategy and the Idea

Background There has been an alarming increase on obesity from 6.9% in 2004 to 11% in 2010. HPB has an immediate task by launching a national campaign to raise awareness on maintaining healthy weight and encourages Singaporeans to stand together and take action. Insight Overall, healthy living through diet and exercise is something that is done from time to time and often half-heartedly. Most people know they should do something but lack the inclination and commitment to do it. It is not seen as achievable or essential for most. Research has also revealed that most people are more motivated to eat healthily and exercise more if they have the support and accompaniment of their family and/or friends. 2 key objectives 1. Empower the public to take ownership of their health 2. Educate the public on the importance of maintaining a healthy weight via regular physical activity and a healthy diet