The Ministry of Health (MOH), in collaboration with Dentsu Creative Singapore, has launched a new campaign aimed at motivating Singaporeans, especially those aged 40 and above, to take control of their health. The campaign, titled “Live for Tomorrow, Today”, emphasizes the importance of early health intervention and highlights the benefits of enrolling in the national health program, Healthier SG.
Targeting Singapore’s aging population, the campaign seeks to raise awareness about addressing health concerns early to avoid long-term health complications. Central to the initiative is a film directed by Nicky Loh in partnership with Abundant Productions. The film follows a group of friends engaged in various activities, such as cycling, gardening, and having breakfast. As they enjoy their time together, the film contrasts their vibrant moments with the empty presence of a friend who is hospitalized due to a chronic illness that requires ongoing medical attention.
This poignant storyline is reinforced by visuals showing the same group of friends continuing their activities, with one empty seat always left at the table—symbolizing the absence of their hospitalized friend.
The “Live for Tomorrow, Today” campaign will be rolled out across Singapore, featuring high-impact visuals in train stations, digital screens, print, and TV broadcasts. The campaign will also include targeted digital and social media messaging, focusing on the key features of Healthier SG and encouraging participation.
With an integrated approach combining emotional storytelling and extensive outreach, the campaign underscores MOH’s mission to empower Singaporeans to adopt preventive health practices. The goal is to help individuals lead healthy lives and enjoy their later years to the fullest.
Stan Lim, Chief Creative and Experience Officer at Dentsu Creative Singapore, explained the campaign’s philosophy: “Our creative approach highlights that every missed opportunity for preventive care is a moment lost. With ‘Live for Tomorrow, Today’, we invite people to view their health as an investment in a future where every moment truly matters.”
This campaign builds on last year’s series of films that addressed chronic health issues. One of those films, titled “The Start to a Healthier Journey”, focused on Timothy Lim, who discovered the significance of taking care of his health while teaching his daughter to rollerskate. The film emphasized the value of enrolling in Healthier SG as a step towards improved long-term health.
Related topics
