Health Promotion Board: Museum of the World’s Deadliest Weapons
A fun and interactive event to change millennials’ perception of diabetes.
A little about the brand:
With statistics in 2014 highlighting that almost 11% of Singaporeans aged 18 and above are afflicted with Diabetes, it was evident there was a silent epidemic that needed to be tackled. One area that the Health Promotion Board needed to actively improve was making sure the young got rid of the misconception that only older people were susceptible to this illness. They needed to realise that unhealthy lifestyle and dietary habits put them at risk of getting the illness far earlier than they acknowledged.
HPB reached out to us to create a campaign that specifically targeted millennials to learn more about the illness and also take the Diabetes Risk Assessment (DRA). We invited them to a pop-up museum to be educated on the hidden risks of some of their habits. Within the exhibition, their dietary and lifestyle predilections were reimagined as dangerous weapons they could interact with. Thousands joined in and had fun while learning and thinking about some of the health choices they made on a daily basis.
Some challenges in getting this out:
From the get-go it was important that we acknowledged it was tough to get the young to be involved in something as dry and seemingly unrelatable as the issue of diabetes. This was something that guided us all the way down into the conceptualisation of each exhibit piece. We included AR in quite a number of exhibitions to really bring up the level of interactivity. Whilst it was challenging in terms of the budget, it was also an added element that really brought in the crowds.
Why this mattered to me:
It is not often in our line of work that you get a brief that could ultimately affect the health of a country’s population but it was hugely rewarding that we managed to attract tens of thousands of visitors and over 19,000 enrolments into the DRA over the course of the exhibition.
Where this was seen:
On-ground activation, social, targeted ads.