Phase 1: Beef (More or Less)
Through their beef with each other, we generated a lot of noise on social media.
We then took it further with controversial “polls”, intended to divide the nation into Team More or Team Less.
With questions like...
We even took the polls out of home, in every district of Singapore from bus shelters to malls.
The aim was to drive Singaporeans to take our little quiz.
Phase 2: The Reveal
With a live map showing the results of our “poll”
we send help to “fix” the areas, i.e. balancing out the obviously red or blue areas.
The message of this campaign:
Getting healthier isn't about taking extreme actions; it's about finding your own balance between diet and physical activity.
And from this campaign, the Singapore government collected valuable data from citizens through its Health360 app.