Creative Brief

Client

Diabetic Society of Singapore

Brand

Diabetic Society of Singapore

Product

NIL

Campaign
Requiremen
ts

An advertising campaign to get Singaporeans to

be aware of the causes of Type 2 diabetes, (eg.
excessive sugar intake, and to change their
lifestyle).

Problem (what problem are we trying to solve for the brand?)

High rate of diabetics in Singapore, caused by a lack of regard for
ones regular sugar intake and passiveness to the real and brutal
effects of diabetes.
Target Audience
Demographics
Age: 15 - 24
Gender: Male and Female
Race: All races
Household / Individual Income: $0 for students, $800 - $4,500 per
month for adults.
Education: GCE O Level, GCE A Level, Diploma and Degree
Language literacy: Mainly, commonly English.
Occupation: Students, Full-time National Servicemen and working
adults
Marital Status: Single
Dwelling: Singapore
Family Life Cycle: Independent and Coupling.
Social Class: Lower to Middle Class.
Psychographics
Lifestyle: Either schooling or starting out in his or her career,
irregular lifestyle choices and practices (diet, meal times,
exercise, sleep) that depend on their mood.
Attitudes: Might not think or care much about health, prioritises
convenience in dietary choices over nutritional value,
indifferent towards statistics, fazed only by visuals
Personality: Easy-going personality, unguarded and impulsive.
Buying Influence: Usually influenced by flashy visuals and social
media trends.
Benefits sought: Mostly concerned and hope to look good /
desirable.

Usage rate: Regarding the usage of the Diabetic Society of

Singapores website (www.diabetes.org.sg/) and visiting
the organisation rarely or not at all.
Consumer Insights
Our target audience have been educated on diabetes being a result
of high sugar intake and are actually more aware of Type 2 diabetes
than Type 1. However, they remain passive towards the dangers of
consuming sugary food and drinks often.
Advertising Objectives
To compel the target audience to reflect on the high volumes of
sugary food they have been consuming, draw attention to health
dangers and raise awareness of ways to prevent Type 2 diabetes.
Unique Features
The Diabetic Society of Singapore is the only organization
specifically catered towards the local diabetic community. Our
advertisements will have gruesome images to scare our target
audience and stand out from the typical corporate advertisements
for diabetes.
The Single-Minded Proposition
WHAT ARE YOU REALLY EATING?
Key Support for Proposition
By using the gruesome images of real-life scenarios of diabetic
patients (blood, amputated limbs), consumers will be brought to a
sudden realisation of how their future will be, if they consume
excessive amounts of sugar.
Brand Personality / Desired Brand Character / Brand Essence
Straightforward and honest, but witty.
Tone of Ad Campaign
Sarcastic, but upfront.

Mandatory Inclusions

1. Diabetic Society of Singapores logo

2. Legal lines: WHAT ARE YOU REALLY EATING?

Media Budget: $200,000

Production Budget: $80,000

Creative Work

Print Ads (Press or Magazines)

The advertisement shows a packet of chocolate candies being

poured out, to show the different diabetic pills that Type 2 diabetic
patients will have to eat. Therefore it shows what people are really
eating when they are enjoying their favourite candies.

Fine print:
Type 2 diabetic patients must take sulphonylureas, non-su
secretagogues, biguanides, alpha-glucosidase inhibitors and
thiazolidinediones regularly at dosage given by their doctors.

The fine print elaborates on the kinds of pills these patients have to
take regularly.

TV Commercial 30 secs
Duration: 30 seconds
Shot #01: (3 seconds) Close up of a beeping heart rate machine.
Shot #02: (3 seconds) Close up of Surgeon 1 wearing surgical
gloves.
Shot #03: (2 seconds) Low angle Shot of half a Surgeon 1s face in
surgical head gear and mask. The surgeon is holding a scalpel in
front of surgical lights.
Shot #04: (3 seconds) Close up of an incision made on a patients
leg.
Shot #05: (6 seconds) Low angle Shot of Surgeon 1s face in front of
the surgical lights. Surgeon 1s face changed and appears very
shocked. Surgeon 2s face pops into the frame, shocked. Followed
by, Surgeon 3s head popping into the frame, also shocked.
Shot #06: (4 seconds) Medium Close Up shot of the patients leg
reveals candies with teeth overflowing out of the incision. The
candies are gnawing onto the patients flesh.

Shot #07: (4 seconds) The camera zooms out into a bird-eye view of
the surgical room, revealing that the patient has both leg
amputated.
Shot #08: (5 seconds) The screen fades to black, with white texts
fading in. Below the text would be the logo of the Diabetic Society of
Singapore.
The white texts read:
WHAT ARE YOU REALLY EATING?
Stop, before it eats you.

Fades to black again.

Radio Commercial
Radio 98.7

Date of TX:
08/07/16
Time of TX:
1300 hrs
Producer(s):

Adrielle Chua
Chew Wei Yi
Jean Yeo
Melanis
Tai
What Are You Really Eating?
CON:

(fade in)
Candyman CD Back to Basics Tr 1 (15 secs)
(fade out)

CON:

(fade in after 3 seconds)

Sugar CD V Tr 5 (12 secs)
(fade out)

CON:

(fade in after 5 seconds)

Sweet Nothing CD 18 Months Tr 3 (10 secs)
(fade out)

CON:

(fade in after 6 seconds)

Cake by the Ocean CD Grease Tr 1 (9 secs)

(fade out)
CON:

(fade in after 8 seconds)

Sugar CD Sugar Tr 2 (7 secs)
(fade out)

CON:

(fade in after 9 seconds)

Sugar Were Going Down CD From Under The Cork
Tree Tr 7 (6 secs)
(fade out)

CON:

(fade in after 10 seconds)

Sugar, Sugar CD Sugar, Sugar Tr 2 (5 secs)
(fade out)

CON:

SFX (Distortion) CD Special Effects Tr 64 (2 secs)

FVO:

Overconsumption of your favourite candy and sugary

drinks will cause excess weight gain, and excess weight
gain increases your chances of developing Type 2
diabetes What are you really eating when you enjoy
your sugar-packed treats?
Digital Banner/ Interactive Ad

We decided to use graphics for our web banner, to stand out from
the boring texts and pictures on websites. The web banner will be
on social media platforms like YouTube, Facebook, Twitter and
Instagram. Also, our web banner will be on our competitors
websites (eg. Health Promotion Board, Singapore Health) and online
stores selling sugary items that allows advertisements, to increase
web traffic for Diabetic Society of Singapore.

Interactive web banner on YouTube (remains the same on other

websites)

Our web banner will need users to click on it for Tommy to lick his
lollipop. Below is the progression for every click.

1. Thin Tommy (left)

2. Tommy slowly getting fatter (Right)

3. Fatter Tommy (left)

4. Tommy getting super fat (right)
5. Tommy grows too fat (left)
6. Tommy became so fat that he lost his arm (right)
With every click, Tommy gains a visible amount of weight and his
lollipop gets smaller. The background colour progressively gets
darker and more dull to show that Tommys end is near. Upon 5
clicks, users will be automatically redirected to the Diabetic Society
of Singapores website with a special page elaborating on Tommys
final plight.

Actual web banner image

Actual web page users will be redirected to after 5 clicks.

Outdoor Ad

Print Ads (Press or

Magazines)

TV Commercial 30 secs

Radio Commercial

Digital Banner/
Interactive Ad

Creative Brief

Advertising Campaign
Plan (30%)
Group Name: FOURBES

Group Members:
Adrielle Chua S10165627C
Chew Weiyi S10162790E
Jean Yeo S10164199H
Melanis Tai S10164026J