Health Promotion Board uses toxic toys to warn against vaping

The Health Promotion Board (HPB) in Singapore has launched a new campaign to highlight the harmful effects of vaping. Central to the campaign is a 60-second video featuring three young adults.

Titled "Don't let vaping toy with your life", the video opens with the trio watching a livestream from "VapeyGaga", a masked content creator. She unboxes various dolls, starting with one called "addicted brain," which is "guaranteed to make you lose your focus."

One viewer remarks that he already has that, prompting a girl to ask if she should get one too. The streamer then reveals a second doll, "popcorn lungs".

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Next, "VapeyGaga" announces a third doll, "diseased heart," which viewers can supposedly win if they manage to get their hands on "popcorn lungs". The third viewer questions the legitimacy of these "prizes", only to be told that the dolls come with a steep price, a fine of SG$2,000. The video closes with HPB’s stark warning, "Don't toy with your life".

HPB also released three separate videos, each highlighting a different character and the potential effects vaping can have on users.

Additionally, HPB rolled out a series of eye-catching social media posts on Instagram to introduce the unconventional toy characters featured in the campaign.

Moreover, MARKETING-INTERACTIVE understands that a series of out-of-home (OOH) billboards and posters have been strategically placed across Singapore to amplify the campaign’s reach and impact. 

MARKETING-INTERACTIVE has reached out for more information. 

The latest campaign follows HPB’s 2024 initiative, "For the love of taste", aimed at reducing excessive salt consumption among Singaporeans. Developed by Publicis Singapore, the campaign was part of the broader #LessSaltMoreTaste movement promoting healthier sodium intake.

A highlight was the experiential installation "The art of taste" at Dhoby Ghaut MRT station’s B2 Concourse. Created by TMRRW, a local art and motion studio, this interactive generative art project invited the public to transform beloved local dishes into vibrant visuals, illustrating the explosion of natural flavors that shine through when salt is cut back.

The campaign also featured a cinematic film directed by Royston Tan, set in the 1960s and starring Pierre Png. Using salt as a metaphor for an unwanted third party in the meal experience, the film emphasized the benefits of less sodium.

Prior to that, HPB teamed up with FairPrice Group (FPG) to link their mobile apps. This integration lets Singaporeans earn ‘Healthpoints’ on HPB’s Healthy 365 app when purchasing healthier food items through the FPG app.

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