Singapore Combats Diabetes with ‘Kungfu Fighter, Hidden Sugar’ Campaign for Chinese New Year

Singapore’s Ministry of Communications and Information has launched a unique Lunar New Year message in the fight against diabetes. Themed as a Kungfu series, “Kungfu Fighter, Hidden Sugar”, it’s meant to remind Singaporeans to eat in moderation during the festive season.

The series of spots are in support of the Let’s Beat Diabetes campaign, the action-packed series takes an innovative multi-platform approach to reach the public.


Created by Tribal Worldwide, the 90-second spot, which features our hero, the ‘destroyer of salt, oil and sugar’, has already reached 2.2 million people via social media.

“We hope the classic story of good versus evil will resonate and remind people to take action to fight diabetes,” said Jeff Cheong, President of Tribal Worldwide Asia.

“We were inspired by Kungfu classics, a staple during this festive period, and hope to deliver an action-comedy that will resonate with young people as well as the elderly,” said Karen Tan, senior director of the public communications division at MCI. “We are heartened that people can enjoy this short Kungfu flick while learning some useful facts about fighting diabetes.”

The campaign includes two five-second clips, a Facebook gif and a mobile message greeting that will be released over the next week and during the first 15 days of the New Year.



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