Following the launch of new health benefits for the Merdeka Generation (Singaporeans aged 60-69), the Health Promotion Board wanted to encourage seniors in Singapore to take a more proactive stand in ageing well, so they can enjoy their golden years.

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Research had shown that seniors at this age tend to have a very short-sighted view of life. But that doesn't mean that they do not have dreams or aspirations anymore. We developed a campaign to remind seniors that what they do today to keep themselves healthy, can help them achieve their goals for tomorrow, whether it is to travel or spend time with their loved ones.

 

As the elderly majority in Singapore may not speak English as first language, the campaign tagline was kept simple and easy for seniors to understand. The KVs and videos were also translated into Mandarin, Malay and Tamil respectively.

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Agency: Publicis Singapore
ECD: Jeremy Chia
CD: Pei Ling Ho
Senior Art: Tim Chai

Copy: Cassie Sim