The Health Promotion Board (HPB) has partnered with Moove Media to launch an out-of-home campaign at the Bugis Station along the Downtown Line, in a bid to promote the third season of its National Steps Challenge.
Publicis Singapore and Wavemaker Singapore were involved in the month-long campaign, which runs until the end of December 2017. HPB hopes that the multi-sensory experience will increase participation among Singaporeans.
Floor stickers and giant badges on the wall at Bugis Station were installed with motion sensors, allowing commuters to get active by hopping, jumping and dancing. The badges light up and play “victory” music when commuters complete the activity. The step riser, which connects the platform and mezzanine level, also lights up with music when commuters step on them. This is in a bid to encourage commuters to take the stairs instead of the escalator.
“We are thrilled to be able to play an instrumental role in HPB’s continuous effort to encourage Singaporeans to achieve the goal of 10,000 steps a day, extending this year’s National Steps Challenge campaign to the DTL commuters,” Jayne Kwek, CEO of Moove Media, said.