Health Promotion Board wanted to gather Singaporeans' opinions on sugary drinks in a National Public Consult, and needed an idea to help drive participation.

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Since Singaporeans are an opinionated bunch when it comes to public matters, what better way to draw a reaction from them than by putting up divisive statements to 'stoke the fire' with a little controversy?

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  We explored liberal and conservative opinions on sugar themes that are polarising and provocative, and delivered them assertively in bold, striking and unmissable colours and animation choices for maximum disruption. The copy in the banners are clearly presented as everyman opinions in quotes, not government measures to make them more relatable. 

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For further engagement, we also recommended animated rich media banners that allowed Singaporeans to engage in the conversation in more interactive ways.

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Note: The work did not make it past local government's red tape, but we felt pretty good about them on the agency side. 

 

Agency: Publicis Singapore

CD: Peiling Ho, Jiaying Goh

Art: Tania Sim

Copy: Cassie Sim