Diabetes: A Living Hell
The war against diabetes in Singapore has been ongoing for many years. But despite numerous efforts to curb the disease, the number of cases remains on the rise. In my research, many campaigns have adopted a blanket strategy, targeting everyone, young and old. As a result, the impact diluted, with many younger Singaporeans only feeling the need to be concerned later in life.
Yet, Type 2 diabetes is a result of the ongoing lifestyle choices one makes from young. How much you eat and exercise today, affects your chances of diabetes tomorrow. With that in mind, I set out on creating a campaign that targeted the younger generation.
From the depictions of hell at Haw Par Villa, I was inspired by the ways values have been instilled in Singaporeans since young through mythological tales and religion. This resulted in a campaign that juxtaposed the suffering of hell and the disease.
Eat Your Heart Out:
It's always tempting to have a little more, especially when the food tastes so good. But eating the right amount prevents you from losing your favourite food to diabetes, a chronic disease that causes heart problems.
An Eye for a Tooth, An Eye for a Tooth:
Having another dessert may satisfy the sweet tooth, But having less desserts and watching your weight prevents you from losing your favourite treats to diabetes, a chronic disease that causes blindness.
All Work no Play Makes Jack Diabetic:
Earning money is tiring and we know it. But by squeezing a little more time to exercise helps prevent you from losing your hard earned dollars to diabetes, a chronic disease that causes gangrene.| School | Glasgow School of Art (Singapore) | Award | Gold, Advertising Category, Crowbar 2018 |
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