Sanofi Pasteur, the business unit of Sanofi for vaccines, has partnered with Ya Kun Kaya Toast to launch "Be A Wall Against Dengue", a disease education campaign to raise awareness on dengue prevention in Singapore. This was done in conjunction with ASEAN Dengue Day on 15 June 2017.
Huntsworth Health and Grayling were involved in the campaign which will run until 15 July 2017. In a statement to Marketing, a spokesperson for Sanofi said "Be A Wall Against Dengue" is being promoted through social media, influencer engagement, traditional media and out-of-home advertising.
According to the spokesperson, this is the first time Sanofi has included social mobilisation into its campaign strategy. The first 100 patrons to do one of the following: spread the word about dengue prevention on social media, follow the campaign's Facebook page or check-in at participating Ya Kun outlets, will receive a complimentary cup of coffee.
The “Be A Wall against Dengue” campaign is part of Sanofi's efforts in working with local communities to raise awareness on dengue prevention. It collaborated with Ya Kun Kaya Toast because the local cafe chain represented a sense of community and "the commitment to the Singapore community is what bonds the partnership", according to the spokesperson.
Baptiste de Clarens, general manager of Sanofi Pasteur for Malaysia, Singapore & Brunei, said: "In Singapore, we know that although people are aware of dengue, they often are less sure about what they can do to prevent this disease from impacting them personally. By partnering with Ya Kun Kaya, we hope to engage people to talk about dengue prevention together and motivate each other to take action."
Jesher Loi, director, branding and market development, Ya Kun Kaya Toast, said: "Dengue is a disease that everyone can help to prevent in Singapore and we saw the "Be A Wall Against Dengue" campaign as a good way of supporting this. We have always been passionate about bringing the community together over good toast and coffee, and hope our patrons will appreciate the opportunity to learn more about how they can fight dengue."
In Singapore, the Ministry of Health reported a cumulative total of 13,115 dengue cases in 2016, a 16% year-on-year increase over the total of 11,298 cases reported in 2015. As of 16 May 2017, the National Environment Agency has recorded a cumulative total of 998 reported cases of dengue.