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.
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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.
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