GSK’s new shingles campaign asks Singaporeans: Wait for what?

GlaxoSmithKline (GSK) Singapore has rolled out a national awareness push titled "Wait for what?", aiming to spotlight shingles and its potential complications, including risks some patients may face alongside severe pain. The campaign runs from March and continues through the year.

Created by Klick Health’s APAC team, the campaign features Mediacorp artistes Chen Shu Cheng, Richard Low and Zhu Hou Ren on a film set as they call attention to the condition. In the film, the tone shifts once the director calls cut, with the actors then sharing personal shingles-related stories among themselves.

The creative direction leans on familiarity and relatability, using well-known local personalities to surface a condition often underestimated in everyday health conversations. It also pushes viewers to speak to healthcare professionals and make more informed decisions around prevention and risk.

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The campaign is being rolled out in English, Chinese and Malay through June, spanning TV, radio, social media, digital and programmatic channels, Out-of-Home placements, and public healthcare locations.

For GSK Singapore, the multi-channel approach is designed to keep shingles awareness visible beyond a single burst, embedding the message across both mass media and more targeted healthcare touchpoints.

“The 'Wait for what?' disease awareness campaign plays an important role within our broader shingles awareness efforts, and we have been encouraged by the early reaction to the campaign," said Louis Tsai, general manager, GSK Singapore. 

He added, "'Wait for what?' is designed to resonate with Singaporeans in a familiar, trusted way, prompting adults aged 50 and above to speak with their doctor about shingles and how the disease can affect them in different ways."

In tandem, Graeme Read, managing director, Klick Health APAC said, "We've taken a conversational approach to shingles awareness, letting our key audience know that shingles is closer than they may think in a colloquial way that connects with them and prompts them to see their doctor."

Others in Singapore’s health space have also been leaning on culturally rooted storytelling to shift everyday health habits.

In February, the Health Promotion Board unveiled a retro-inspired film encouraging Singaporeans to “reclaim their taste buds” and rediscover the city’s authentic flavours. The campaign, titled “Salt buries true flavours,” was created with TBWA\Singapore and highlights how excessive sodium intake can dull local palates over time.

The film follows Tung Yan, whose ancestors stage a playful three-week “intervention” from beyond the grave to help him reset his taste buds. Along the way, they share practical tips such as choosing lower-sodium options, cutting back on sauces, and debunking common myths such as gourmet salts being healthier or water flushing out excess sodium.

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