Singapore has a diverse ethnic population comprising: 75.6% Chinese 13.6% Malays

1. Introduction Media Campaign Malay Community Study Response • Singapore has a diverse ethnic population comprising: • 75.6% Chinese • 13.6% Malays • 8.7% Indians and • 2.1% other races • From the National Health Survey (1998), it was shown that the Malay community has the highest prevalence of obesity, compared to other ethnic communities. In particular, a greater percentage of Malay females were obese compared to Malay males (23.7% vs 8.8%). Prevalence of Obesity among Singaporeans • To provide a more comprehensive understanding of the determinants of health in the Malay community and identify the most appropriate means of reaching out to them, the Health Promotion Board (HPB) conducted the Malay Community Study. • Some of the reasons for obesity identified by the Malay Community were: • Diet - The current Malay dietary practices were generally recognised as unhealthy as most Malay foods were either deep fried or used ingredients high in saturated fat such as coconut milk Preferred Media Channels of Singaporeans • Physical Activity - Lack of awareness on importance of exercise and lack of encouragement from husbands • The study also established that the preferred media channels of the Malay Community were TV, radio and Malay newspapers. Real life testimonies to influence Malays in adopting pro-health behavioural changes and the use of entertainment, humour and famous celebrity personalities were important factors to reach out to the community. • In addition, media consumption habits revealed that they prefer receiving information in their vernacular language compared to the English language. • HPB developed a targeted public education campaign comprising: • Television programmesGaya Sihat and Sajian fronted by celebrity chefs toeducate the community on how to preparetraditional dishes with healthier ingredients • Ragam Sihat radio programme to raise awareness on healthy eating • Television infotainment programmes Rentak Sihat to provide Malay TV viewers tips on diet, nutrition, food preparation and simple exercises to keep fit and healthy • Reality television programme Kilo 123 where celebrity Suhaimi Yusof underwent a process to lose Reality TV Programme , Kilo 123 weight through adequate diets and simple exercise, with his progress monitored over 3 months Recognising the importance of celebrity role models to the community, popular TV celebrities fronting these programmes were also appointed to communicate health messages through community and on-ground events such as “Exercise in the Park”. HPB also introduced the Kebayarobics exercise where Malay women wearing tudungs and kebayas (Malay traditional costume) can exercise together as a group as a form of encouragement for one another. It has since been adopted as a regular activity in some community clubs and centres. The above television programmes were generally well received. For example, Gaya Sihat had an average of 200,000 viewers per week while Kilo 123 had 65,000 viewers per week. The National Health Survey (2004) results also showed that obesity levels among the Malay female community has dropped from 23.7% to 21.4%.

2. Response Marketing Strategies The Programme Introduction Chronic diseases are a significant cause of illness and death in Singapore. Diabetes mellitus, hypertension, lipid disorders (i.e. high blood cholesterol) and stroke affect over 1 million Singaporeans. Early detection and management can help delay and avoid the onset of complications and reduce healthcare costs. From 1 October 2006, the Ministry of Health of Singapore announced that patients can choose to use Medisave* to pay for part of their outpatient expenses under the Chronic Disease Management Programme (CDMP). The use of Medisave will help reduce out-of-pocket cash payment for outpatient bills, making them more affordable to patients. Patients will also be placed on a structured healthcare programmeto better manage their chronic disease conditions to avoid downstream complications and hospitalisations. Each patient on the CDMP would receive a health booklet (available in four different languages) which will allow them to keep a record of their conditions, increase their knowledge of the diseases as well as encourage them to keep to one family doctor and follow his advice. • Targeting the elderly population and their care-givers, the Health Promotion Board (HPB) launched an extensive marketing campaign comprising: • Television commercials • Radio advertisements ( in dialect & vernacular languages) • Print and magazine advertisements • Dissemination of health education resources • Outreach activities in the community • A comprehensive chronic disease microsite was also set up for the internet savvy to obtain information on the chronic diseases as well as locate clinics offering the programme. Community Outreach Event As of April 2007, 716 out of 1,200 private clinics have participated in the CDMP. With active promotion of the programme through publicity initiatives and providing incentives (less cash upfront) for the patients to join the programme, it has seen initial success to help chronic disease patients take charge of their health and manage their conditions to lead a fulfiling life. * Medisave is a national medical savings scheme which helps individuals put aside part of their income into their Medisave Accounts to meet their future personal or immediate family's hospitalisation, day surgery and certain outpatient expenses.