Lien Foundation debunks why 'koyok' can't fix it all in lighthearted campaign

The Lien Foundation has unveiled a new social media film, “Rehab is your best koyok”, aimed at raising public awareness of rehabilitation care and its benefits. Produced by creative agency The Gap People and directed by local filmmaker Jenny Ng, the 3-minute 50-second video debuted on Instagram, Facebook and YouTube. 

The film a light-hearted approach, highlighting Singaporean elderly’s tendency to rely on medicated plasters for chronic pain rather than seeking long-term solutions such as rehabilitation. It starts with Uncle Koyok and how he fixes everything from an unbalanced chair to a sudden neck strain with his koyok ('medicated plaster'). It later introduces four other individuals - Sakira who had hip pain, Uncle Any Pau who had a stroke, Fandi who had multiple fractures from and accident and Auntie Koyok who has tongue cancer - who claim that their life has gotten better with "the right support", alluding to Uncle Koyok and his plasters.

However, it is later revealed that these individuals had gotten better thanks to their various therapists. The film ends with Uncle Koyok claiming that he can "only do so much" and that the best koyok is still rehab. 

Don't miss: AIC celebrates vibrancy of seniorhood in inspiring SG60 campaign 

More than 10 months in the making, the campaign marks a first in Singapore’s healthcare space: a collaborative effort between hospitals across all three healthcare clusters. Participating institutions include Tan Tock Seng Hospital, National University Hospital, and Singapore General Hospital, alongside social service agencies such as AWWA Singapore, S3, and the Singapore Cancer Society. The initiative seeks to encourage Singaporeans to explore rehab services, which are currently underutilised, and to highlight the role of rehab in preventing avoidable hospitalisations and long-term disabilities, said Lien Foundation.

The film is the centerpiece of a broader rehab campaign, which includes 28 social media content pieces offering insights into rehabilitation, the conditions it addresses, and key statistics about rehab usage in Singapore. It also features their therapists, as well as cancer survivors and individuals recovering from traumatic brain injuries.

Lien Foundation has long championed the transformative impact of rehab, focusing on expanding therapist skillsets, strengthening care infrastructure, and fostering cross-sector collaboration. Several programs have been launched in partnership with healthcare organisations, including Air Master (rehab for breathlessness), the Stroke Rehab Ecosystem and Rehability — Singapore’s first work-study stackable allied health postgraduate training ecosystem.

Most recently, it ran its "Seniors Go!" campaign, focused on creating a fun and safe learning space for seniors to go out of their comfort zones and take up new challenges whether it's taking on Yo-Yo, creating an eSports team or even rock-climbing. The campaign also features short documentary style videos where the seniors are seen learning, trying new things and sharing their experiences. 

Related articles:   
AIC takes on ageist stereotypes in celebratory photo campaign 
Lien Foundation spotlights fathers in interview-style campaign 
Singtel partners viral elderly skater Uncle Heng for heartwarming CNY film