Turning Health Messaging into Everyday Action

In partnership with the Health Promotion Board, the Nutri-Grade campaign was designed to move beyond awareness and encourage healthier drink choices.

Rolled out across Bedok Bus Interchange, Bukit Panjang MRT and earlier at Serangoon, the campaign introduced an interactive game that engaged commuters directly. Instead of passively receiving information, audiences participated in an experience that encouraged the selection of Nutri-Grade A and B drinks.

By embedding the activation within high-frequency commuter environments across both the East and West of Singapore, the campaign achieved repeated exposure while making health messaging more accessible and engaging.

What made it work

• Interactive format that drives active participation rather than passive viewing
• Strategic placement within daily commuter journeys for repeated exposure
• Clear behavioural objective tied to Nutri-Grade A and B choices