MOH concludes search for media agency for Medishield Life campaign

The Ministry of Health (MOH) has concluded its search for a media agency for its Medishield Life campaign, appointing IPG Mediabrands. According to Gebiz, the awarded value of the account is SG$708,821.The agency will conduct all media buying and planning for the Authority in relation to the first anniversary of MediShield Life.The tender for the account was first called in September and includes platforms such as Channel News Asia, Channel 5, Channel 8, Channel U, Suria and Vasantham. It also saw other agencies such as OMD Singapore, Vizeum and Pinheads Interactive vying for the tender.Medishield Life was launched last year in November, replacing Medishield. It is a basic health insurance plan administered by the Central Provident Fund (CPF) Board, which helps to pay for large hospital bills and selected costly outpatient treatments, such as dialysis and chemotherapy for cancer.An ad spot was launched last November to culminate its launch. It garnered 12,858 views, 116 shares and 76 reactions on Facebook at the time of writing.https://www.youtube.com/watch?v=_X8Km2OYatYIn June this year, the Singapore government launched an ad spot to help promote its various initiatives in the support of the silver generation, which includes Medishield Life. Titled “Helping Hands”, the spot copped flak by some senior netizens for its misleading nature.Last year, the Pioneer Generation Taskforce worked with Tribal Worldwide Singapore and local director Royston Tan to help Pioneers better understand the intricacies of Medishield Life. A series of music videos based on iconic songs performed in dialect were created to help Pioneers and younger audiences relate to the program.