|Title||DEMENTIA AWARENESS RECIPE|
|Brand||HEALTH PROMOTION BOARD|
|Product / Service||HEALTH PROMOTION|
|Category||B01. Education & Awareness|
|Entrant||OMD Singapore, SINGAPORE|
|Advertising Agency||DDB GROUP SINGAPORE, SINGAPORE|
|Media Agency||OMD Singapore, SINGAPORE|
|Entrant Company||OMD Singapore, SINGAPORE|
|Production Company||ZHAO WEI FILMS Singapore, SINGAPORE|
|Production Company 2||INFINITE FRAMEWORKS Singapore, SINGAPORE|
|Neil Johnson||DDB Group Singapore||Chief Creative Officer|
|Joji Jacob||DDB Group Singapore||Group Executive Creative Director|
|Joel Chin||DDB Group Singapore||Creative Director/Art Director|
|Andrew Hook||DDB Group Singapore||Creative Director/Copywriter|
|Karine Tan||DDB Group Singapore||Art Director|
|Yuan Jia||DDB Group Singapore||Art Director|
|Sandy Lee||DDB Group Singapore||Agency Supervisor|
|Eric Chua||DDB Group Singapore||Agency Supervisor|
|Beatrice Mok||DDB Group Singapore||Account Manager|
|Kimie Ong||DDB Group Singapore||Producer|
|Eric Khoo||Zhao Wei Films||Director|
|Tan Fong Cheng||Zhao Wei Films||Executive Producer|
|Wong Kim Hoh||Zhao Wei Films||Scriptwriter|
|Adrian Tan||Zhao Wei Films||Director Of Photography|
|Arthur Chua||Zhao Wei Films||Art Director|
|Huang Junxiang||Zhao Wei Films||Line Producer|
|Cecilia Koh||Zhao Wei Films||Assistant Director|
|Nicholas Anthony Lim||Zhao Wei Films||Production Manager|
|Celia Tan||OMD Singapore||Associate Media Director|
|Chloe Neo||OMD Singapore||Managing Partner|
Dementia has become one of Singapore's most pressing health issues. But it is also one of the least understood and the stigma surrounding the condition remains strong to this day. Through the use of purposeful storytelling and power of TV, we successfully brought across a sensitive, complex topic along with a human interest perspective and emotional trigger through the film “Recipe”. An integrated campaign was activated to connect across various socio-economic strata, with the aim to engage and educate not only caregivers and the elderly, but also the community at large. We launched the film with an exclusive premiere for media and VIPs. Trailers ran on national TV, digital video networks, Facebook and YouTube, as well as outdoor screens at high-traffic centers, community hubs, and neighbourhood eateries. The TV content outperformed the nation's most-watched Taiwanese drama that was shown in the same Sunday time band. For a single episode telecast, Recipe has also out-performed the weekday dramas that have longer lead time and opportunity to build audience base and loyalty. Also, overwhelmingly positive feedback was posted on Facebook right after broadcast, which helped to spark organic online conversations about this very sensitive health topic.
In Singapore where technology advancement has a strong influence in our media and information seeking behaviour, digital platforms appear to be the most influential channels of communication. Dementia awareness and education however needs to be across socio-economic strata and more urgently the silver-hair community who may suffer in literacy and digital know-how. While traditional media would still command high coverage among the intended audience, a traditional campaign can't do justice to such a sensitive, complex topic. We need a campaign that connects across socio-economic strata, with the aim to engage and educate caregivers, the elderly, and the community at large.
We launched the film with an exclusive premiere for media and VIPs. trailers ran on national TV, digital video networks, Facebook and YouTube, and outdoor screens at high-traffic centers and community hubs a month prior to telecast. The one-hour movie and its 'Making of' were telecast nationwide on the top-reaching national TV channel over 2 weekends to ensure maximum coverage. The content was also hosted on a Catch-Up TV platform for those who had missed the original telecast, and allow repeat screening in the following weeks. Exclusive interviews with the film makers and artists were orchestrated on TV and Radio, creating greater news and publicity content for organic media during the 12-week campaign period. The life of the movie was further extended through DVD distribution, and parts of the film were re-purposed into shorter online content pieces for further amplification on social media platforms such as Facebook, and owned channels.
• Overwhelmingly positive feedback was posted on Facebook right after broadcast, which helped to spark organic online conversations about this very sensitive health topic. • Pre-launch trailers were viewed 70,000 times on YouTube, with over 5,000 likes on HPB's Facebook page. • Recipe achieved a ratings of 16.7% against an age 40+ viewership • Outperformed the nation's most-watched Taiwanese drama, 'Night Market' that is shown in the same Sunday time band and in its 600+ episodes then. This was an impressive feat for any local production, given that 'Night Market' has a fanatical following. In fact, Recipe had one of the highest viewership of the year for its Sunday night timeslot on Channel 8. • For a single episode telecast, Recipe has out-performed the dramas that have longer lead time and opportunity to build audience base and loyalty.
When you tell a good story, you can frame important messages in ways that make them memorable for your audience. The real Dementia literacy issue is not the lack of information, but the ability of the individual to access and process the information. We know purposeful storytelling works as it brings across factual information along with a human interest perspective drawing upon emotions. As adult learners these emotions play a significant part in the ability to grasp new ideas. We created Recipe - an hour-long telemovie, directed by one of Singapore's most acclaimed filmmakers, starring some of the most popular acting talents in the country and themed around the one thing Singaporeans love most of all: food. The story revolves around a mother’s culinary legacy which is in danger of being lost, the title comes about from the idea of lost heritage, and acts as a metaphor for lost memories.