The Campaign

The creative idea is based on an insight that an environment can have a great impact on shaping who you are and who you can be as a person, including our elderly. With that, the creative idea we wanted to communicate to the public is, “You Are How You Live”. Where we live, how we are treated, what we eat, who we talk to, affect us physically, mentally, and emotionally – the basic foundation of what makes us human beings. While this is looked into in various aspects in Singapore’s society such as education and business, it is heavily neglected in the area of eldercare. To get Singaporeans to understand what it is like to live in a nursing home, we invited a Singaporean TV host to stay in one as part of an experiment.

Creative Execution

Anita Kapoor, a 45-yr old Singaporean TV host, was invited to check-in at a nursing home and live the life of a typical elderly with various conditions and limitations. The campaign launched in October 2016, with Anita chosen because she understood the difficulties as a caregiver for her mother, and was an active advocate for the elderly. During her stay, personal video logs were recorded and uploaded online so that everyone could follow her journey via social media. Eventually, everything was compiled and made into an online social documentary entitled “Anita’s Nursing Home Stay”, which was published on the microsite nursinghomes.sg and spread on social media platforms such as Facebook. The media was also invited for a screening of the film. Soon enough, the campaign created an uproar of conversations and discussions about the topic both online and off.

We achieved huge media coverage, but more importantly, kick-started a much-needed conversation typically swept under the carpet. CNA Insider circulated a preview of the documentary that exploded with over 482,000 views, 306 comments, and 9,100 shares. The 72-minute documentary, garnered over 477,000 views, 26,000 reactions, and 2,600 shares. Many opinion leaders shared it, including nominated members of parliament, film directors, bloggers and influencers. The campaign was widely covered by all major news outlets, creating a massive effect in awareness in the country. Major news outlets started to pick up on more topics about ageing well in Singapore and are exploring how other countries like Japan are dealing with a rapidly ageing population. A new charter of care was produced for nursing homes, for the nursing home sector in Singapore to aspire to, in which previously no guide or charter existed.

Our strategy involved using a ground-up approach, rallying Singaporeans to support a more evolved philosophy of care and better quality of life in nursing homes. They needed to know that their voice had the power to change policies surrounding eldercare. With an understanding that Singaporeans won’t be able to fully grasp the current situation in nursing homes, we enlisted the help of an active advocate for the elderly, and a familiar face to Singaporeans– Anita Kapoor. With the local public constantly online, and the host’s loyal following on social platforms, social media became the obvious platform to share her daily experiences and housed the official social documentary.