Heart disease is one of the leading causes of death in women in Singapore. Women aged 45-65 have one of the highest risks of developing heart disease as they often experience the effects of menopause, a process that causes a drop in the amount of estrogen produced in their bodies.
Groove For Your Heart is the first-ever heart disease prevention campaign with a social element tailored to women with the highest-potential risk of heart disease in Singapore: menopausal women aged 45 – 65. This campaign aims to encourage women to adopt moderate-intensity exercise as a prevention measure for heart disease.
In addition, to ensure greater engagement of women in this age group, the campaign is disco-themed to bring these women back to their heydays in the 70s. The campaign also relies on four characters: Boogie Bee Har, Movin’ Mala, Funky Fatimah and Sassy Sabrina to increase relatability with these women.
The Highlights
Campaign period coincided with a major day (International Women’s Day).
In celebration of International Women’s Day, the team created a specially-choreographed Zumba workout video and a feature video of three inspiring women groups who exercise to improve their heart health. These videos were well-received by the ladies.
Watch the video below and groove along with the Zumba workout demonstration.
Campaign had the support of various Singapore radio stations.
The team was invited to go on radio shows on various radio channels, such as Capital 95.8FM, Oli 96.8 and 96.3 HAO FM.
The Memories
Reflection #1 – The Challenges
Lack of research about the topic.
There was a lack of research in Singapore specific to heart disease and menopausal and post menopausal women. As such, the team overcame this by conducting interviews with experts (such as cardiologists and physiotherapists), focus groups and surveys with the target audience to gain insight into this area. However, due to lack of resources, the surveys lacked generalisability to the population.
Developing COVID-19 situation in Singapore.
The campaign was hit hard by the fast-developing COVID-19 situation in Singapore. The team had an event planned to celebrate International Women’s Day, which involved 250 participants, mass Zumba workout and panel discussions with experts. A multitude of sponsors were also secured for the event. In addition, Minister Lawerence Wong was expected to grace the event. However, as the COVID-19 situation developed, the team decided to cancel the event for the safety of the participants and the organisers.
Roving booths, which were initially planned for, were cancelled by various event organisers as well for the safety of the event participants.
Reflection #2 – The Takeaways
Successfully brought about behavioural change in target audience.
A post campaign survey was conducted, and it was observed that there are more women who participated in moderate-intensity exercise as a result of Groove for Your Heart. Besides that, the team also raised awareness about heart disease amongst the target audience.
Positive engagement with target audience.
The target audience was very active on the campaign’s Facebook page, where ladies (who do not know each other) leave encouraging words in the comments section, to spur one another to exercise.
Crisis management due to COVID-19 situation in Singapore.
The event cancellation due to COVID-19 caused the team to alter their plans. The team decided to adapt key event elements, such as the mass Zumba workout and panel discussion and make them online. These initiatives were well-received by the target audience. Furthermore, the team also produced more engaging and informative web-video series and articles to make-up for the cancelled roving booth engagements.
Hence, for future campaigns, it would be best to come up with an alternative plan, in case situations like this happen again.
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