MCI and MOH battle diabetes with a new campaign

The Ministry of Communications and Information (MCI) and the Ministry of Health (MOH) have launched a nationwide campaign rallying Singaporeans to beat diabetes by making a positive change in their diet and lifestyle. This was done with the help of Tribal Worldwide Singapore.Launched by health minister, Gan Kim Yong, on World diabetes day, the campaign is rooted in one simple truth that if you don't watch your diet and exercise regularly, you may trigger a chain reaction of bad habits. This might eventually lead to diabetes and its complications.To kick-start the campaign, a series of six television commercials (TVCs) will be aired on television channels, in the four official languages. Supporting the TVCs will be large installations, bus wrap and screenings on OOH billboards. Social media will also be used to extent the campaign's reach to audiences in the digital space.According to statistics released by the International Diabetes Federation, Singapore has the second-highest proportion of diabetics among developed nations. At the rate the numbers are growing, it is estimated that by 2050, as many as 1 million Singaporeans may suffer from diabetes.Jeff Cheong, president of Tribal Worldwide Asia, said, “Diabetes is a serious problem in Singapore, but we can all take steps to prevent and manage the condition. This is every Singaporean’s fight, as it affects not just the afflicted, but their families too. We hope that our effort inspires a chain reaction for positive change.”