marketing interactive

Canon Singapore is celebrating self-expression, interactivity and integrity that defines today’s youth in its latest campaign, #iamkyosei.  Rooted in Canon’s corporate philosophy of Kyosei (共生), meaning living and working together for the common good, the campaign highlights the young generation’s fresh outlook and purpose-driven approach to life. Through the campaign, Canon aims to enrich people’s lives through technology guided by Kyosei, ensuring innovation aligns with social responsibility. Don’t miss: Report: 80% of Gen Z worry about sexist rhetoric on social media #iamkyosei shines a spotlight on the beliefs and aspirations of digitally native youth who demand accountability and meaningful connections. By celebrating their transformative spirit, Canon reaffirms its heritage while positioning itself as a partner in shaping a more connected and compassionate society. At its heart, #iamkyosei deepens Canon’s emotional bond with Gen Z by embracing creativity, purpose, and culture — the pillars that define this generation. The campaign highlights youth positivity, resilience, and entrepreneurial spirit, from embracing diversity and building tech for good to reaching out to those in need. It empowers young people to embrace their potential beyond limits. This year, Canon Singapore partnered with the Photographic Society of National University of Singapore through its Montage 2025 photography event. The flagship initiative brings together enthusiasts for competitions, seminars, and hands-on workshops with industry experts. The events give young creatives a platform to explore their vision, showcase their work, and receive feedback from seasoned professionals, empowering the next generation of photographers and visual storytellers. Beyond external engagement, Canon Singapore has released a series of employee-generated videos showcasing staff who embody Kyosei in their actions and beliefs. The videos highlight that Kyosei is not just a philosophy but a practice lived across the organisation. By anchoring #iamkyosei in this principle, Canon reinforces its commitment to nurturing a culture where creativity, diversity, and social responsibility thrive — values that resonate strongly with today’s youth. The campaign comes as heritage brands seek to retain corporate identity while deepening audience connections. For Canon, this means extending a purpose-driven approach that reflects the values of a new generation. “We are witnessing a fundamental shift in marketing today, where brands are defined not only by the products they sell but also by the change they inspire,” said Toshiyuki Tiger Ishii, president and CEO, Canon Singapore. “With #iamkyosei, we celebrate youth by acknowledging their perspectives. This ensures inclusivity and cultural authenticity in everything Canon does and reflects our long-standing Kyosei philosophy which continues to guide our community initiatives across the region.” In line with its commitment to fostering creativity and community engagement, Canon Singapore has also announced a special collaboration with world-renowned motorsport photographer Darren Heath. This partnership combines the worlds of art, education, and community through activities in October 2025. Heath, an Honorary Fellow of the Royal Photographic Society and multi-award-winning photographer, is celebrated for his creative and artistic snapshots during high-speed motor racing events using natural light and colour. Over his 35-year career, he has photographed over 550 Grand Prix races, showcasing speed, precision, and passion. As part of this collaboration, Canon Singapore presents “The art of the race” seminar, where Heath will share insights from his illustrious career in racing photography, including techniques, secrets, and stories behind iconic images that showcase his signature panning techniques and artistic vision. The seminar will be held on 30 September 2025 at the Wyndham Singapore Hotel.  Related articles: Canon MY inspires ocean conservation with powerful new exhibit Canon HK inspires everyone to become storytellers with new campaign Canon zooms in on the best filmmakers in Malaysia source

Samsung Ads has extended its multi-year global partnership with Publica by IAS, reinforcing their exclusive collaboration to enhance connected TV (CTV) ad experiences worldwide. The deal, announced today (1 October) in Sydney, sees Samsung Ads continue to leverage Publica’s CTV ad server and unified auction technology to drive yield, optimise ad revenue and deliver a more seamless, TV-like viewing experience. Don’t miss: How advertisers can deliver premium CTV ad experiences without overspending Through Publica, Samsung Ads gives advertisers access to premium CTV inventory on Samsung TV Plus – the company’s free ad-supported TV (FAST) service, which streams more than 700 channels in the U.S. and 3,500 globally. Samsung TV Plus has become the largest FAST platform worldwide, reaching over 88 million monthly active users on the world’s top-selling TV brand. “Publica’s platform has enabled Samsung Ads to grow and become the industry’s leading FAST service due to its ease of use, flexibility and enhanced functionality,” said Joe Melaragno, head of channel sales at Samsung Ads. “We have deepened our commitment to deliver even more high-quality content for audiences, and our partnership with Publica enables Samsung to maximise inventory value while driving outcomes for advertisers,” added Melaragno.  Publica’s technology suite provides Samsung Ads with advanced ad serving and pod decisioning capabilities, allowing advertisers granular control over placement, frequency and category exclusivity. Its unified auctions, built on the OpenRTB 2.6 framework, centralise demand sources to maximise revenue while optimising ad breaks. Meanwhile, intelligent pod construction ensures smoother, linear-style ad experiences with deduplication, competitive separation and greater brand suitability. “As a longstanding partner of Samsung Ads, we have been focused on empowering them with industry-leading technology specifically built to maximise revenue while delivering a high-quality seamless ad experience,” added Cameron Miille, CRO of Publica by IAS. “As Samsung Ads continues to grow its audience, our solutions will continue to ensure the curation of exceptional CTV ad breaks across their inventory,” added Miille.  Samsung Ads first tapped Publica in 2020 to support its demand-agnostic CTV ad serving and to provide unbiased access to more than 50 demand platforms. The renewed partnership with Publica underscores Samsung Ads’ focus on strengthening the backbone of its CTV operations, ensuring ads are delivered seamlessly and at scale. At the same time, the company is pushing the boundaries of what those ad experiences can look like through new interactive formats. Later this year, Samsung will roll out ‘ShoppingBreaks’, a next-generation ad experience that lets viewers purchase directly from their TVs. The format integrates creator-hosted, short-form content into Samsung TV Plus ad breaks with clear calls-to-action, shortening the path to purchase. This builds on Samsung’s growing suite of interactive ad products, including ‘GameBreaks’ – a portfolio of mini-games such as The Six that transform ad breaks into more engaging moments. GameBreaks has already been shown to boost brand recall by 1.5x compared to standard video ads, with Samsung set to expand the franchise with eight new games in 2025.  Related articles:    Amazon Ads and Netflix team up for programmatic access to streaming inventory Study: Nearly 67% of SEA consumers tune out repetitive adsStudy: 65% of family streamers are ad-receptive, but solo viewers need louder hooks  source

Every year, Formula 1 (F1) captures the attention of millions of fans worldwide, and since 2008, Singapore has hosted one of the sport’s most distinctive and iconic races, the Grand Prix. For locals and international visitors alike, it’s a highlight on the sporting calendar, drawing crowds, media coverage and a unique sense of spectacle. But for marketers, it presents a dilemma: is it worth the sponsorship dollars to invest in such an infrequent, high-stakes event, no matter how glamorous or popular it may be? On paper, the Singapore Grand Prix ticks many of the boxes marketers love: global prestige, a passionate fanbase and a platform to drive mass awareness. But unlike season-long tournaments or annual leagues with year-round engagement, a Formula 1 is here for a weekend, and the circus rolls on to another city. Of course there are global partners present at every race, but there are also opportunities for local sponsorships, which would already be locked in for this year. But with the spotlight on F1, this is a timely opportunity to reflect on how Singapore-based brands can make the most of rare, global sporting moments, and what it really takes to turn that exposure into long-term impact. Niche audiences can be a pro, not a con There’s no denying that F1 has historically been seen as more of a niche sport compared to football, rugby or cricket in many markets. But in the last few years, that has completely changed. F1 fans have always been famously passionate and loyal, but now they are increasingly diverse, thanks to the ongoing success of Netflix documentary Drive to Survive and the sport’s growing digital footprint and proactive fan engagement initiatives. It even recently received the Hollywood treatment in a dedicated feature film for Apple Plus starring Brad Pitt. According to the latest “Global F1 fan survey”, Drive to Survive hasn’t just lifted global awareness, it’s drawn in younger fans under 35 and significantly more female audiences. In Southeast Asia in particular, F1 is now attracting a new wave of fans, far beyond the traditional upper-class “motorhead” stereotype. That means the Singapore Grand Prix is more than just a race. It’s a cultural spectacle that extends well beyond the track, from music performances to celebrity appearances – making it one of the most high-profile and socially amplified sporting events in the region. The survey also found that social media is central to how fans interact with the sport, whether it’s amplifying “home race” sentiment (which is strongest in Asia-Pacific, with 80% to 87% of fans emphasising its importance) or creating content that allows them to be “seen” as part of the event itself. For brands, this creates two key imperatives. First, align closely with F1’s identity and fan sentiment, sponsorships work best when there’s a clear fit. Second, ensure the impact doesn’t stop at the chequered flag. Analytic Partners’ “Lots of littles” research shows that paid social can deliver up to 2.1x the ROI of the event activation itself. For a fanbase that thrives on sharing and social visibility, social is a critical lever in turning fleeting sponsorships into long-term brand value. And yet, despite this opportunity, too many brands still treat events such as the F1 as one-off moments. The sponsorship runs for a weekend, the campaign runs for a few weeks and then it’s back to business as usual. Which brings us to the bigger challenge: why sponsorships often miss the mark. Don’t just show up. Build a campaign around your investment Sponsorships rarely deliver strong ROI when they stand alone. In fact, we consistently see lower effectiveness for sponsorships that aren’t part of a broader campaign. That’s not because sponsorships don’t work, it’s because they’re often under-leveraged. To unlock value, marketers need to look beyond the signage and build a multi-channel campaign around the moment. That means amplifying your presence across owned, earned and paid channels, integrating with content where possible and finding ways to extend the message before and after the event. Analytic Partners’ data shows that brands who do this well can see two to six times the ROI over the long term compared to those who don’t. When broadcast integrations are part of the mix, we’ve seen an additional 30% uplift in effectiveness. That’s the difference between a flash of exposure and a campaign that builds memory, mental availability and commercial impact. If you’re going to invest, you need to measure it It’s one thing to plan a great activation, but if you can’t prove the value back to the business, that spend becomes harder to defend. Recent research we’ve conducted revealed 90% of sponsorship investment goes unmeasured. In today’s budget-conscious environment, that lack of accountability can quickly become a blocker to long-term sponsorship success. Too often it seems that the CEO being passionate about a sport and the chance for some flashy corporate hospitality is the best reason businesses have for making these investments. The issue isn’t that sponsorships can’t be measured. It’s that marketers often focus only on surface-level exposure metrics, such as impressions or logo views, without understanding the total commercial impact across channels. What’s needed is a more holistic approach. Measurement should capture not just the sponsorship itself, but the entire activation ecosystem around it, from media and creative to promotions, integrations and social extensions. We’ve seen brands unlock US$5-10 million in additional revenue for every US$10 million spent when they accurately measure and optimise their sponsorship programs. That means measurement isn’t just a nice-to-have – it’s what separates campaigns that may just break even from those that generate real growth. So if you’re planning to invest in Formula 1, or any major event, make sure your measurement strategy is part of the plan from day one. Start early – it matters whether you’re already in the race Global events such as Formula 1 or the FIFA World Cup don’t come around often, and when they do, brands need to start early, not just in planning activations but in thinking

Travel platform Klook and PlayStation have teamed up to refine experiential travel with an exclusively curated Ghost of Yōtei Hokkaido tour, ahead of the game launch on 2 October, coming to PlayStation 5. The collaboration brings the much-anticipated Ghost of Yōtei game world, which is set in 1600s rural Japan, off the screen and into the real-life landscapes of Hokkaido that inspired the game’s setting. This aims to invite travellers to step into directly into the game’s immersive world, and gamers to explore what else Hokkaido has to offer. This comes as the brands recognise that beyond social media’s influence—which the Klook Travel Pulse has uncovered how it inspires 79% of millennials and Gen Z to visit a destination—gaming has emerged as a new form of travel inspiration. Players don’t just see a place; they inhabit it and the Ghost of Yōtei Hokkaido tour brings this concept to life, bridging the gap between the online realm and offline travel. This curated day tour brings the game to life by visiting the very locations the developers explored during their research trips, including Mount Yōtei, also known as “the Female Mountain” by the Ainu, which stands as a symbol of Hokkaido that looms in-game as a constant marker on the horizon and a silent witness to users’ journey. Other attractions include Noboribetsu Date Jidai Mura, a living history village that inspired the game’s architecture and culture; Noboribetsu Jigokudani (Hell Valley), a key inspiration for the game’s mist-shrouded fortresses and demon (or oni) domains; and Lake Tōya. The tour is a blueprint into the journey of Ghost of Yōtei, where it will be available for booking exclusively on Klook for a limited time. To kick-start the collaboration and position the tour at the intersection of fandom and lifestyle adventure, Klook will tap into its Kreator network of travel and gaming influencers across Asia. This social-first strategy empowers trusted voices to generate authentic, engaging content around Hokkaido that can fuel online discovery. The partnership also capitalises on the recent surge in travel to Hokkaido. According to Klook data, the destination has seen a 25% increase in popularity over the past year, signaling strong demand for off-the-beaten-path experiences. Car rentals rank among the most booked products on Klook, highlighting travellers’ growing desire to venture beyond traditional tourist routes. “We’re always exploring new ways to push the boundaries of imagination in travel to create more meaningful and immersive adventures,” said Marcus Yong, vice president of global marketing at Klook. “With PlayStation, we’ve designed an original experience that lets fans journey straight from console to countryside, living the Ghost of Yotei story while uncovering the rich beauty and culture of Hokkaido.” MARKETING-INTERACTIVE has reached out to Klook for more information.  Don’t miss: Klook lets Marie Kondo get messy in first global brand campaign In fact, the move also comes in line with Klook’s US$100 million in funding to fuel travel experiences growth earlier this year. Led by the global growth investment firm Vitruvian Partners, the investment underscores continued confidence in Klook’s vision, market leadership, and operational excellence as the company accelerates its efforts to capture the fast-growing market of next generation travellers and deepen its reach across Asia Pacific. Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future. Related articles: Klook partners with Google Cloud to enhance travel experiences with AIKlook kickstarts multi-stage recovery, unveils virtual interactive experiences source

OpenAI is taking the first steps toward turning ChatGPT into a personal shopping assistant, allowing users to complete purchases directly in chat. The feature, called Instant Checkout, is powered by the newly launched Agentic Commerce Protocol, co-developed with Stripe. Starting this week, ChatGPT Plus, Pro and Free users in the US can buy from Etsy sellers without leaving the chat, with Shopify merchants including Glossier, SKIMS, Spanx and Vuori coming soon. Initially, Instant Checkout supports single-item purchases, with plans to expand to multi-item carts, more merchants, and additional regions. The Agentic Commerce Protocol, which OpenAI is open-sourcing, acts as an open standard for AI commerce, enabling AI agents, users, and businesses to collaborate on transactions while keeping merchants in control of payments, fulfillment, and customer relationships. Don’t miss: OpenAI’s APAC comms head on leveraging ChatGPT as a strategic partner When users ask shopping questions such as “best running shoes under $100” or “gifts for a ceramics lover”, ChatGPT shows relevant product results ranked purely on user relevance, with no paid preference for Instant Checkout items. If a product supports the feature, users tap “Buy”, confirm details, and complete the purchase. Payments and fulfillment remain under the merchant’s control. Merchants pay a small fee per transaction, users face no additional cost, and ChatGPT does not favour Instant Checkout listings in search results. OpenAI emphasised that users remain in control, explicitly confirming each step before purchase. Payment information is encrypted, limited to the required details, and shared only with user consent. Merchants will get to integrate the protocol without overhauling existing systems. Those using Stripe can enable agentic payments in a single line of code, while others can adopt it through Stripe’s Shared Payment Token API or the protocol’s Delegated Payments Spec. OpenAI describes Instant Checkout and the Agentic Commerce Protocol as foundational steps toward “agentic commerce”, where AI does more than guide purchases, it helps complete them seamlessly. The company expects the technology to expand globally and support more complex shopping experiences over time. “Stripe is building the economic infrastructure for AI. That means re-architecting today’s commerce systems and creating new AI-powered experiences for billions of people. We’re proud to power Instant Checkout in ChatGPT and co-develop the Agentic Commerce Protocol to help businesses and AI platforms build the future of commerce,” said Will Gaybrick, president, technology and business, Stripe. In tandem, Rafe Colburn, chief product and technology officer at Etsy said: “It’s Etsy’s job to help shoppers discover special items our sellers offer, even when they don’t think to come to Etsy. ChatGPT helps us meet buyers where they are.” Vanessa Lee, VP of product at Shopify added: “Bringing Shopify merchants into ChatGPT lets indie brands to household names reach customers in entirely new ways, meeting high-intent shoppers in relevant conversations. From search to social media and now to agent-assisted shopping, our goal is always to make sure our merchants are at the forefront.” The launch comes as consumers are increasingly warming up to AI in shopping and everyday life. Nearly half (47%) approve of retailers’ early uses of the technology, according to VML’s ninth annual “Future shopper” report, which surveyed more than 25,000 consumers across 16 countries. Overall AI adoption is high, with 68% of global shoppers reporting they have used ChatGPT or alternatives such as Google Gemini or Microsoft Bing Chat, particularly among 16- to 34-year-olds (78%). Usage declines slightly with age, from 72% among 35- to 44-year-olds to 41% among those 55 and above. Interest in agentic AI, technology that can act autonomously on a shopper’s behalf, is strong. Nearly half (48%) say they are excited by the idea of AI interacting with brands to secure the products and prices they want, while 52% look forward to AI acting for them in personal shopping. The new feature also builds on OpenAI’s efforts earlier this year to enhance shopping in ChatGPT. In April, the company introduced a new shopping feature aimed at helping users discover products in a more personalised way. In an X post, OpenAI announced several updates to ChatGPT search, including enhancements aimed at creating a faster, simpler, and more personalised shopping experience. The improvements are designed to help users find, compare, and buy products directly in ChatGPT, with better product results, visuals, pricing, and reviews. Related articles: Study: 81% of APAC shoppers want AI-powered shopping tools     YouTube Shopping lands in SG amid demand for content-driven experiences  Study: 73% of SEA shoppers say yes to AI but still want human support  source

US retailer Target has reportedly initiated opposition proceedings against Singapore fashion brand Aupen’s trademark registration application in the country. Citing a notice of opposition filed with the US Patent and Trademark Office (USPTO), CNA reported that Target had first sent inquiry letters to Aupen before involving its lawyers. The company alleged that Aupen did not respond to its letters and that its lawyers provided “no substantive response”. The USPTO has reportedly given Aupen 60 days to respond through its Electronic System for Trademark Trials and Appeals, with a deadline of 26 November. Failure to respond could result in a default judgement and abandonment of the application. If the case proceeds, a trial is likely to take place between August 2026 and April 2027. Don’t miss: SHEIN files lawsuit against Temu over copyright infringement Founded in 2022, Aupen is known for its asymmetrical leather handbags carried by celebrities such as Taylor Swift, Beyoncé and Lucy Liue. Target, meanwhile, relaunched its intimates and sleepwear line “Auden” in July last year. Target registered its “Auden” trademark in both the US and Singapore in 2017, while Aupen applied to register its own mark in the same jurisdictions in 2023. The Aupen trademark was successfully registered in Singapore that year and remains valid, with no opposition filed locally. The US opposition follows a legal letter Target had sent to Aupen in August, raising concerns that American customers could be confused by the similarities between “Aupen” and “Auden”. During the ongoing trademark dispute, Aupen and its founder Nicholas Tan were served with correction directions under the Protection from Online Falsehoods and Manipulation Act (POFMA). According to the Government, Tan had published several false statements on Instagram regarding his interactions with the Intellectual Property Office of Singapore (IPOS) and Singapore’s trademark laws. Among the false claims were that IPOS had advised him not to pursue a dispute with Target in Singapore and that the nation’s trademark regime favours foreign businesses. IPOS stated these were inaccurate and emphasised that Aupen’s trademark in Singapore remains valid and unaffected by the US proceedings. The correction directions required Tan and Aupen to [ost links to the Government’s clarification, which highlighted that Singapore’s trademark system is “robust, transparent and neutral”. Earlier this month, Aupen also reportedly said it would be laying off staff without disclosing numbers. Checks by MARKETING-INTERACTIVE on 29 September showed that no products were listed on its website. MARKETING-INTERACTIVE has reached out to Aupen for a statement. Trademark battles in fashion are not uncommon. In September last year, golf apparel line Sun Day Red, launched by Tiger Woods and TaylorMade, faced a challenge from sportswear brand Tigeraire. Tigeraire filed a notice of opposition claiming that Sun Day Red and Woods “unlawfully hijacked” its registered design. At the centre of the dispute were two logos: Tigeraire’s leaping tiger and Sun Day Red’s similar leaping tiger motif featuring bolder lines and the letters “SDR.” In filings seen by MARKETING-INTERACTIVE at the time, Tigeraire argued its design, registered in 2020, is widely used in the golf industry, including at major events, and is worn by professional golfers such as David Toms. The brand said the similarity between the two logos had created actual consumer confusion and was causing “irreparable harm”. Related articles:  Levi Strauss reportedly settles tab trademark lawsuit against Brunello Cucinelli     Popular bookstore issues legal letter to ‘populist’ t-shirt seller over trademark infringement    Viral SG bag brand Aupen partners LVMH Metiers d’Art source

Bayer has appointed Interpublic Group as its global agency partner for creative, production and media across its consumer health division, consolidating marketing for brands including Aspirin, Bepanthen, Claritin and Canesten under a single network. The move signals a shift toward a more integrated and tech-enabled model, with Bayer aiming to balance personalisation and efficiency at scale. The new structure is designed to leverage GenAI tools and data-driven creative to better engage consumers across markets, while maintaining local relevance. “Our new agency model addresses two competing forces in today’s marketing landscape – the need for more connection and individuality alongside greater efficiency and automation,” David Evendon-Challis, Consumer Health Division, Bayer, said. “IPG understands how data, AI and creative must converge in this new era.” The partnership is expected to go live on 1 January following a transition period. It also anticipates further integration once IPG’s planned combination with Omnicom is complete. IPG CEO Philippe Krakowsky said the opportunity reflects Bayer’s scale and ambition. “Clients are looking for partners who can integrate creativity and media with data and technology in ways that are seamless and connected,” he said. “By bringing the full IPG ecosystem together, we will deliver bold ideas, smarter media, and technology-enabled production that accelerate growth, deepen consumer trust, and drive results across markets.” Bayer said the new model includes a flexible operating structure and global media buying power, aimed at delivering consistent brand building with local responsiveness. source

Sunshine Bakeries has rolled out its first premium wholemeal loaf range, KOMUGI GOLD, with the debut of the Sunshine KOMUGI GOLD dark rye Komugi Loaf. Made with Japanese Komugi flour and a mix of six grains and seeds, oats, barley, dark rye, flax seeds, chia seeds, and sunflower seeds, the loaf is positioned as an artisanal upgrade. It is described as having a soft texture with nutty undertones and a light maple aroma. To match the product’s positioning, Sunshine tapped OMO Creative Agency for packaging design. The minimalist look draws inspiration from Japanese craftsmanship, using warm muted tones with soft gold accents. A clear window panel was added to showcase the loaf’s texture and signal transparency to consumers. Don’t miss: Sunshine Bakeries partners with Sangkaya ice cream for promo of new product  Brand Artistry supported the launch with a cinematic brand video highlighting close-up shots of the bread’s textures and ingredients. The film was designed to underscore the loaf’s artisanal qualities and depth of flavour. As part of its media kit rollout, Sunshine included a loaf-inspired sling bag alongside the dark rye Komugi loaf. The kit was designed to spotlight the brand’s new premium range in a playful and eye-catching way. The Sunshine KOMUGI GOLD dark rye Komugi loaf retails at S$4.50 and is available at major supermarkets, hypermarkets, and convenience stores across Singapore. “Through the launch of KOMUGI GOLD dark rye Komugi loaf, Sunshine continues to elevate the gold standard of Japanese craftsmanship through thoughtful innovation, crafting loaves where artistry and satisfying taste unfold in every slice” said Reshel Liu, senior brand marketing manager at Sunshine Bakeries.  This follows Sunshine Bakeries Singapore’s earlier campaign for its limited-edition shokupan gold purple sweet potato bread, which blended real and virtual elements. The brand placed giant loaves in the heartlands and even staged a fake out-of-home ad. To amplify buzz, Sunshine also sent key opinion leaders (KOLs) an exclusive giant shokupan pack containing the product. Related articles: BreadTalk picks brand refresh partner amid 25th anniversary push   Drink it, wear it: Tealive drops a line of bubble-tea inspired sling bags   Cute, cuddly, calculated: How plushies are helping brands stay relevant  source

The Singapore Heart Foundation (SHF) and pharmaceutical company Novartis Singapore have launched “Beat the block”, a blood cholesterol management education campaign aimed at helping Singaporeans better understand and manage their heart health. The campaign offers science-based information and practical tools, including a cardiovascular risk calculator, to guide users in monitoring their LDL-C, or “bad” cholesterol, levels. The calculator, based on the Singapore-modified Framingham Risk Score (SG-FRS-2023), estimates an individual’s 10-year risk of developing coronary artery disease and provides a recommended LDL-C target tailored to their profile. Novartis said managing LDL-C is vital for preventing heart attacks and strokes, and described the “Beat the block” campaign as a tool to give people personalised insights and practical steps to protect their heart health. Don’t miss: Singapore Heart Foundation picks new marketing and public relations agency The campaign follows a joint survey by Novartis and SHF, conducted by IQVIA, which highlighted widespread misunderstandings around cholesterol management. While the prevalence of high blood cholesterol among Singaporeans dropped from 39.1% in 2020 to 31.9% in 2022, cardiovascular disease remains the leading cause of death, responsible for roughly one in three fatalities. Despite the well-established link between high cholesterol and cardiovascular disease, only 36% of respondents strongly agree that high cholesterol requires urgent attention. The survey also found that many Singaporeans overestimate the effectiveness of lifestyle changes alone: 93% believe diet and exercise are as effective as prescription medication, while 72% fear statins could harm the liver and kidneys, and 60% worry about long-term cancer risks. Among those diagnosed with high cholesterol, roughly three in 10 do not take medication, citing concerns about safety and side effects. For patients on medication, 37% report non-compliance, often because they feel fine, believe their cholesterol is under control, or are already taking multiple medications for other conditions. Alarmingly, fewer than one-third of respondents knew their total cholesterol levels or the recommended range, highlighting a clear need for proactive management and timely intervention. The survey engaged 1,000 Singapore citizens and permanent residents, balanced across age, gender, and treatment settings, with half of respondents diagnosed with hypercholesterolemia and the other half without. “As the SHF marks its 55th anniversary in 2025, this campaign serves as a timely reminder of our mission to build resilient hearts for a healthier Singapore. Heart health is not merely a medical concern, it is fundamental to the strength and vitality of individuals, families, and communities,” said Geoffrey Ong, CEO at SHF. He added, “By spotlighting the importance of blood cholesterol management, we reinforce the prevention of cardiovascular disease and help reduce preventable disability and premature death. Misconceptions that downplay its significance can lead to inaction and serious health consequences. It is essential to educate the public on the importance of effectively managing blood cholesterol to prevent long-term health issues and potentially even loss of life.” In tandem, Poh Hwee Tee, country president of Novartis Singapore and Asian emerging markets said, “‘Beat the block’ addresses the misconception that health maintenance is only necessary for diseases with obvious or immediate effects. By spotlighting facts and serving periodic reminders, we encourage individuals to recognise the importance of proactive blood cholesterol management, even when the consequences are not immediately visible.” “Effective management includes not only lifestyle changes but also adherence to prescribed medications, crucial for controlling blood cholesterol levels and preventing complications. The SHF’s mission is to champion heart health, and to alleviate the impact of cardiovascular disease and stroke. Our collaboration with SHF through this campaign aims to achieve that,” she added.  The launch of “Beat the block” follows a broader trend of healthcare brands in the region using campaigns to empower patients with chronic conditions. For instance, Johnson & Johnson recently rolled out its “Dual control” campaign in Asia Pacific, designed to help patients with inflammatory bowel disease (IBD) manage their condition while pursuing life goals. Central to the initiative is a patient empowerment video, “#MyDualControl: Don’t let IBD put your dreams on hold”, which features real conversations between patients and healthcare professionals and highlights how shared decision-making can improve outcomes. Related articles: Health Promotion Board uses toxic toys to warn against vaping    Classic The Beatles hit ‘Help!’ reimagined into youth mental health anthem    MOH encourages Singaporeans to take care of their health today, or risk FOMO tomorrow    source

Johnson & Johnson has launched its “Dual control” campaign in Asia Pacific, aiming to empower patients with inflammatory bowel disease (IBD) to manage their condition while pursuing life goals. Central to the initiative is a patient empowerment video, “#MyDualControl: Don’t let IBD put your dreams on hold”, which showcases real dialogues between patients and healthcare professionals, highlighting how shared decision-making can improve outcomes. The three-minute clip opens with three individuals reflecting on dreams they have put on hold due to other commitments and life choices. It then focuses on a woman who has been living with ulcerative colitis (UC) for over 20 years. She talks about her wish to travel abroad, but expresses concern that her chronic condition could leave her suddenly unwell. Don’t miss: Health Promotion Board uses toxic toys to warn against vaping The video cuts to a conversation between the woman and Kenji Watanabe, a professor in the Department of Internal Medicine for IBD at the University of Toyama. Watanabe reassures her that with the right guidance on managing her condition, she can travel without issues. She then shares that she is considering having a child, worried that UC might complicate her plans. Watanabe responds that medical advancements, combined with proper support and open communication, can help her pursue her dreams without letting the condition hold her back. According to the brand, IBD, which includes Crohn’s disease (CD) and UC, affects around 10 million people globally, with cases rising across Asia. The condition often begins in adolescence, bringing symptoms such as diarrhea, blood in stool, and abdominal pain. These can disrupt schooling, careers, and relationships, forcing many patients to live a ‘double life’, appearing healthy while silently struggling. Despite advances in IBD treatments, fewer than 40% of patients were familiar with “mucosal healing” or endoscopic remission, which measures the absence of active disease in a colonoscopy. Patients often equate remission with symptom relief, while physicians focus on objective test results. Endoscopic remission has been linked to better quality of life, lower surgery and hospitalisation rates, and longer-term disease control. The campaign also provides educational resources across the region. Singaporean patients will share personal stories through media channels, while a patient empowerment video, “#MyDualControl: Don’t let IBD put your dreams on hold”, highlights real HCP-patient dialogues. In China, the “#YouSeeUC” digital programme encourages patients to engage in shared decision-making and challenges myths about remission. Japan will feature educational content guiding patients on managing their “Work-sick balance” with insights from healthcare professionals. By promoting shared decision-making, Johnson & Johnson hopes to help patients take dual control of both their health and their aspirations, improving treatment outcomes across the region. “Building on three decades of commitment to IBD innovation, our goal of this campaign is to bridge care and communication gaps, helping patients not just manage their disease, but reclaim the life and dreams they deserve,” said Earl Dancel, vice president of commercial strategy at the Asia Pacific strategy office, Johnson & Johnson Innovative Medicine Asia Pacific. He added, “When patients are empowered with the right information and actively participate in their care, endoscopic remission becomes more than a possibility, it turns into a meaningful path to dual control.”  In tandem, Watanabe said, “The disconnect on treatment goals highlights the need for shared decision making to help elevate IBD care. A trusted relationship and open communication between patients and clinicians are essential to bridge this knowledge gap, equip patients for discussions on treatment preferences, and help them pursue their aspirations and live fully.” The campaign follows J&J’s recent “The 3rd opinion” initiative launched across Asia Pacific for World Lung Cancer Day. Targeting non-small cell lung cancer (NSCLC), the campaign encourages patients to consider their own perspective alongside their physician’s recommendation and a second opinion. It aims to shift how treatment decisions are made by promoting shared decision-making in a region that continues to bear a high burden of lung cancer cases globally. Related articles: Johnson & Johnson names new Vision Care marketing lead for 4 regionsJohnson & Johnson Vision searches for APAC marketing leadJ&J’s new consumer health biz Kenvue files to become independent firm source