December 11, 2009
It’s a sign of the times:
Less is more. Big isn’t always better.
Especially when it comes to health.
And that seemingly innocuous issue called body-mass index (BMI).
Singaporeans, like many in developed nations, are putting on excess fat.
It’s a challenge to break the apathy and get people exercising.
No time. No interest.
Don’t bother. Don’t worry.
Obesity-related risks are not taken seriously.
Some may count the calories, but few really calculate their BMI.
First, break the apathy.
Then, create the momentum to get everyone exercising.
The Idea & Execution
‘Know your BMI. Know your risk’.
The truth could well set you free; at least get you into action.
We began by acknowledging the objections: No time, no interest.
Then let the film idea lead to its consequences: Don’t end up in bad shape.
The idea was brought to the workplaces for busy, hardworking Singaporeans.
A 12-week challenge, where companies signed up staff with BMI above 25 to see who lost the most weight through fun, boot-camp exercises.
It was turned into a reality TV series, led by the affable Gurmit Singh.
The stars really were a bunch of overweight Singaporeans showing how losing weight is achievable and can be fun: ‘Lose to Win’.
In a recession year, we developed healthy budget meal recipes under $10.
This rallied supermarts, food retailers and outlets to get onto the
It culminated in the biggest national healthy lifestyle fair on weight management. It showcased ways to keep fit and eat healthy, at homes, at workplaces and also through the supermarkets.
Companies and individuals got into the act.
The ‘Lose to Win’ weight loss challenge received overwhelming sign-ups.
On 6 Nov 2009, participants from 70 companies came together to celebrate how much weight they had lost.
Stadiums at the local neighbourhoods are seeing active turnouts.
And it’s not just from the serious runners, but the overweight and the slightly-overweight (a good insight actually, it’s easier to lose the fat before it becomes flab).
From companies to retailers to individuals, we’re taking the fight to the streets, to the stadiums and to the supermarkets.
Marketing goes social.
If grease is the disease, exercising and eating healthy are the best medicine.