SINGAPORE — In a push to inspire proactive health management, Singapore’s Ministry of Health (MOH) has teamed up with Dentsu Creative Singapore to unveil Live for Tomorrow, Today, an integrated campaign rallying Singaporeans aged 40 and above to enroll in Healthier SG, the nation’s initiative dedicated to preventive healthcare. With Singapore’s ageing population in focus, this campaign underscores the urgency of early health intervention and its long-term benefits.
At the heart of Live for Tomorrow, Today is a compelling narrative: what you neglect today could cost you tomorrow. Through striking key visuals and a moving film helmed by director Nicky Loh in collaboration with Abundant Productions, the campaign highlights how early preventive care can delay or even prevent chronic conditions. It drives home the message that good health isn’t left to chance but is a result of conscious choices backed by robust healthcare support.
Stan Lim, Chief Creative and Experience Officer, Dentsu Creative Singapore, commented, “Our creative approach was built around the idea that every neglected moment of preventive care represents an opportunity lost. With ‘Live for Tomorrow, Today,’ we invite individuals to view their health as an investment in a future where every moment truly matters.”
The campaign will roll out across channels islandwide, including high-impact visuals at train stations, digital screens, print and TV broadcast as well as targeted messaging highlighting key program features across digital and social.
CREDITS
Client: Ministry of Health Singapore
Agency: Dentsu Creative Singapore
Production House: Abundant Productions
