Kids say the darnest things

HEALTH PROMOTIONAL BOARD TVC 

Role:
Copywriting
Creative Strategy
 

Underaged drinking is a known problem. But what if parents were the ones encouraging it? 

This was a brief given by HPB Singapore for a module in school. 

 


THE BRIEF
Develop a TVC to persuade parents to stop giving their children (under 12) alcohol.

INSIGHTS

  • Previous HPB campaigns were aimed at curing rather than alcohol abuse 
  • Parents give their children alcohol during social gatherings to expose their children to alcohol
  • Parents lack specific knowledge of the problems of underaged drinking

KEY INSIGHT:  Parents think that excessive drinking is a problem. However, they do not see underage drinking as a problem.

SOLUTION
We interviewed kids who drank with their parents' consent. And used their words – in verbatim

OUTCOME
- Selected by HPB as the winning pitch


TEAM:
Nor' Huda, Taahira Ayoob, Shermaine Tan, Siow Weilang, Jemimah Seow