SMILE TACTICS INSTEAD OF SCARE TACTICS

The task was to talk to seniors older than 65 years old about the number one cancer in Singapore - colorectal cancer. The main obstacle to this was that seniors thought of detection as nothing more than a sign of impending death and preferred not to know. 

So, to get through to them, instead of making them fear, we made them laugh. We wrote a short film about the bromance of two local uncles, peppering it with humor that elderly Singaporeans resonated with. The film got so much attention, we followed it up with three separate TVCs, each using humor to talk about a colorectal cancer fact.

Ong and Raj turned out to be one of the most successful local campaigns of the year. It received extensive media coverage and helped raise screening rates to levels that have never been seen before.

But what was most rewarding for me, was seeing a coffeeshop full of local seniors erupt into laughter when they watched the film.

Awarded:

Singapore Effies Gold
APPIES Top 10 Most Effective Campaigns in Asia
Singapore Viewer's Choice: Top 3 most popular TV commercials of the year
Singapore Advertising Hall of Fame: Television Campaign of the Year