Broadcast - Radio, Collateral, Experiential Marketing, Video Production, Print Advertising
Following the success of the "Obitcheery" campaign, another initiative was launched. "Die Die Must Say" was a Chinese language campaign that targeted the Chinese-speaking heartlanders, whose awareness on death and palliative care matters was low. It aimed to get the Chinese community to start talking about death. Together with the support of Lien Foundation and ACM Foundation, we created a campaign with multi-touch points: a series of stage shows or "Getai" was planned in different HDB heartlands to reach out to our target audience; an original song and a music video were produced to present the topics in a fun, engaging manner; print advertorials, on-ground booklet distribution, radio talk shows and a counselling hot line had all helped to get the end-of-life conversations going.
Through enlisting 2 popular hosts in the getai circuit as our ambassadors, the response was overwhelming as it was full-house at every show with widespread news coverage and word-of-mouth publicity.