Health Promotion Board — Nutri-Grade Campaign 2024
Choose Better with Nutri-Grade
Nutri-Grade now also for freshly prepared drinks
Nutri-Grade campaign, an initiative continues to encourage individuals to reduce their intake of sugar and saturated fats by making informed choices with the Nutri-Grade. It also speaks to people of all ages in limiting Nutri-Grade C & D and making their drinks less sugar by default.
Our visual story is anchored by key illustrations, serving as the primary visual across animated films, OOH displays, social media, and various platforms.
Local News leading to campaign launch
Nutri-Grade labelling system steers consumers to opt for drinks with less sugar
Healthy bubble tea? Shops tweak recipes ahead of Nutri-Grade label deadline in Dec
Roles
Creative Lead for Conceptualisation, Animation, Storyboarding & Campaign Execution
Year
2024
Key Visuals - Making the right choice of drinks, affirmed with hand gestures
In Singapore, Kopi, Teh (coffee & tea in dialect), Malted Drink (like milo), and Bubble Tea are all-time favourite freshly prepared drinks. Together with the Health Promotion Board, we recognize the importance of promoting Nutri-Grade in these drinks, to encourage better and healthier choices.
From my visualisations to Final Key Visuals
Reason to believe: Milk and toppings add saturated fat and sugar. So low-sugar bubble teas can still be C or D.
SKETCH 1
SKETCH 2
FINAL
Statement: Many drink stalls now serve kopi, teh and malted drinks as siu dai by default, and these drinks are graded B.
SKETCH
FINAL
Reason to believe: Some fruit juices can be high in natural sugars and graded C or D.
REPOSITIONING FROM PREVIOUS YEAR
FINAL
Reason to believe: Full-fat dairy drinks have zero in sugar but high in saturated fat. Henceforth, these drinks are graded C.
REPOSITIONING FROM PREVIOUS YEAR
FINAL
15s Educational Film
Out-of-Home Outreach
How low will you go?
Interactive Vending Machine @ Jurong Bus MRT Station
MRT Walking Passage Takeover
@ NEL-Circle Line MRT Interchange (Click image to enlarge)
@ AMK Hub Bus Interchange
Other OOHs (Click image to enlarge)
Digital Comms
EDM
Social
Website (improved UX/UI)
Co-Marketing guides
