Singapore’s Ministry of Health Campaign Encourages Proactive Health Management

Singapore’s Ministry of Health (MOH) has partnered with Dentsu Creative Singapore to launch 'Live for Tomorrow, Today,' an integrated campaign urging Singaporeans aged 40 and above to enrol in Healthier SG, a national initiative to help all Singaporeans proactively manage their health. Amid the challenges posed by an ageing population, this campaign is one of many MOH initiatives designed to raise awareness and inspire meaningful action towards their preventive health journey.

At its core, 'Live for Tomorrow, Today' conveys a simple yet powerful message: neglecting one’s health today can mean missing out on life’s most cherished moments tomorrow. Through a series of striking key visuals and an engaging film - directed by Nicky Loh in partnership with Abundant Productions - the campaign highlights the tangible benefits of taking charge of one’s health early to prevent or delay the onset of chronic conditions. It also emphasises that good health is not a stroke of luck, but the result of deliberate, timely action supported by a suite of healthcare resources.

Stan Lim, chief creative and experience officer, Dentsu Creative Singapore, commented, “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.”

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. This multichannel approach ensures that the target audience can better appreciate the importance of preventive care and be aware of the steps they can take for a healthier tomorrow.

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.