The context

To follow-up on previous caloric literacy campaigns, the Health Promotion Board challenged us to educate Singaporeans on the recommended daily calorie intake, as well as encourage them to develop healthy eating habits by being more aware of their food choices. 

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This process included developing an integrated campaign which was presented to GroupM.

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Among four teams who pitched their ideas, our campaign was chosen by the clients.

 

Our solution 

"Don't assume when you consume" served to debunk common assumptions among our audience such as assuming that (1) they have a deep understanding of different foods, (2) they are healthy just because they feel fine now, and (3) calorie counting is troublesome, through innovative mediums such as Augmented Reality, as well as non-disruptive mediums like travellators.  

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My role

I played an active role in conducting both primary and secondary research, ideating, producing the campaign assets, formulating our presentation deck, and delivering the pitch to our clients.