Philips and iris Singapore’s campaign gets people seriously talking about sickness and health
iris Singapore showcases Philips’ mission of improving people’s lives through meaningful innovations with the latest #In SicknessandHealth campaign. Launched on Philips Home Living Facebook (Singapore) page through two content films, it shows what it means to elderly couples when they vow to love one another in sickness and in health.
The subject of healthcare can be sensitive and complex for Singapore’s aging population – there often exists an unspoken tension between the caregiver, who has to shoulder the stressful role, and the one cared for, who fears becoming a burden. The campaign aspires to spark conversation on the topic by encouraging Singaporeans to come forward with their personal care giving stories. Both films follow the lives of two loving pioneer generation couples and how they faced the trials and tribulations of a serious illness together. The sheer honesty
captured in the film underscores how by preserving health, we are also preserving the precious relationships we hold so dear. Through the heartfelt interviews, the team wishes to cast a spotlight on the common attitudes and mindsets held by Singapore’s elderly towards caregiving.
The first film, which was released a month ago, has attracted over 299K views and more than 40 individuals have taken to Philips’ Facebook to share their own real-life experience. Following the positive response, the team now launches a second video in an effort to continue to resonate and touch the hearts of Singaporeans with its meaningful message.
Ed Cheong, Creative Director of iris Singapore, said, “The range of healthcare innovations created by Philips are truly purposeful. Our role is to build upon these advancements with an equally powerful tool – empathy. While every relationship is different and precious, it is especially so for couples who have been married for decades. Each authentic narrative defines our project on what it means to Let Love Live.”
Credits –
Creative Director – Ed Cheong
Creatives – Sylvester Poh, Pearlyn Ong
Social Lead – Arushi Sharma
Production House – Hurrah! Productions
Business Director: Francesca Babet
Senior Planner: James Honda-Pinder