DDB borrows something old to make something new

Singapore - The Health Promotion Board (HPB) has rolled out a DDB Singapore-conceptualised campaign to heighten awareness of the common flu, with the agency leveraging on characters from HPB's last ‘Be flu free' campaign.

In that campaign, three cartoon characters called Mr Soap, Mr Luggage and Ms Vegetable were featured as they characterised broad instances where flu prevention tips were most relevant - while the 2007 campaign drew on the characters again, the agency switched media vehicles in the 2007 campaign in order to avoid replicating the old campaign.

The campaign was rolled out on contextually relevant touch points such as toilet stickers (on cubicle doors and mirrors), ZO cards at restaurants and cafes, tissue packs, shelf talkers in supermarkets, MRT window stickers, MRT hangers and small-space ads in travel classifieds.

Guardian Pharmacy and Hertz also joined the campaign as commercial partners -- floor stickers, countertop standees and badges worn by pharmacists were rolled out at 65 Guardian Pharmacy outlets, while Hertz's Orchard outlet provides information-based take-ones at the counter.

Campaign results so far have shown a 90% take-up rate of displayed ZO cards, while high response rates to a HPB tie-up with Dettol as well as an increased number of calls to HealthLine was tracked.