This inspired Manulife Singapore's "Stop the Drama" campaign which saw a teaser video on Facebook at the start of March asking Singaporeans from all walks of life to act out what they think a heart attack looks like. A full two-minute video featuring veteran actor Lim Kay Tong giving a masterclass on dramatic heart attacks versus real-life heart attacks was later released today.
Cheryl Lim, VP, head of branding, communications and sponsorship, Manulife said that the campaign is anchored by a strong customer insight to debunk a global stereotype seen on the screens that always depicts dramatic heart attacks scenes such as falling to the ground, clutching one's heart, and winching in agony. It aims to bring attention to the "dangerously high" lack of awareness on heart attack symptoms in Singapore that deters people from seeking medical help quickly.
"To humanise the Manulife brand, it's important to show the different facets of the brand's personality. While product campaigns are important, we would also like the public to recognise us for what we stand for and what we believe in," said Lim.
The teaser video has garnered over 423,000 views on YouTube within a week. According to Manulife Singapore, the social-led campaign took around six months to produce and mainly targets 35 to 55 years old. TBWA is the creative agency behind it.
The Manulife Heart Health Survey also revealed that 80% of the 500 respondents were not aware that women and men may experience different heart attack warning signs. It was conducted in line with Manulife's global strategic partnership with World Heart Foundation, whose local chapter is Singapore Heart Foundation, to bolster awareness of cardiovascular disease and to increase cardiovascular disease prevention.
The results were released on International Women’s Day, in conjunction with the Singapore Heart Foundation's Go Red for Women campaign, a movement that seeks to bring heart health messages to women in Singapore. The event also marked the launch of Manulife Singapore’s "Stop the Drama" campaign that seeks to shed light on the subtle warning signs of a real heart attack.