MOH encourages Singaporeans to take care of their health today, or risk FOMO tomorrow

The ministry of health (MOH) and Dentsu Creative Singapore have unveiled a new campaign aimed at encouraging proactive health management among Singapore's ageing population. 

The campaign, titled "Live for tomorrow, today", targets those aged 40 and above and promotes the enrollment in Healthier SG, a national health programme. It also raises awareness on the importance of addressing health issues early to avoid adverse effects on future wellbeing. 

Don't miss: The Soup Spoon promotes healthier living in new social media campaign 

Central to the campaign are key visuals and a film directed by Nicky Loh, in collaboration with Abundant Productions. In the film, a group of friends are seen having fun together. The three of them are seen cycling, singing, gardening and having breakfast together. They are later seen video calling one of their friends who is hospitalised for a chronic illness that requires long-term medical care. 

The video then revisits the earlier scenes of the trio cycling, singing, gardening and having breakfast with one yellow seat always left empty beside them. 

The accompanying visuals see the same group of friends partaking in activities seen in the film with the same one yellow seat left empty. 

The campaign will roll out across channels islandwide, including high-impact visuals at train stations, digital screens, print and TV broadcast as well as targeted messaging highlighting key program features across digital and social.

By blending compelling storytelling with an integrated rollout, “Live for tomorrow, today” underscores MOH’s broader mission of empowering Singaporeans to adopt preventive health behaviours — ensuring that everyone can enjoy life to the fullest for years to come.

“Our creative approach was built around the idea that every neglected moment of preventive care represents an opportunity lost. With ‘Live for Tomorrow, Today,’ we invite individuals to view their health as an investment in a future where every moment truly matters," said Stan Lim, chief creative and experience officer, Dentsu Creative Singapore. 

"Live for tomorrow, today" follows a series of films released last year, targeting various health issues. One film, titled "The start to a healthier journey" also addressed chronic illnesses and saw a man named Timothy Lim who has come to realise the importance of his health. In the film, Lim is seen teaching his daughter how to rollerskate and shares the benefits of enrolling in Healthier SG.

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles:   
Health Promotion Board launches new low-sodium campaign with experimental installation
Elmo just wants to check in on Singaporeans in this localised mental health push  
SG's health minister Ong Ye Kung trendjacks Taylor Swift music video in new post