OOH has time to time played a key catalytic role in social communication. In Singapore, the Ministry of Communications & Information (MCI) has collaborated with the Ministry of Health (MOH) and the Health Promotion Board (HPB) to launch a DOOH campaign to bring public awareness about diabetes. Together with the firm SPHMBO, the government entities hope to empower individuals to take control of their health.

The campaign serves as a useful benchmark for similar social communications that government bodies and other groups may undertake in different regions including India.

A Marketing Interactive report explains that to convey its ‘Let’s Beat Diabetes’ message to Singaporeans, MCI created domino installations at various locations in town and heartland areas. The falling rows of four life-sized dominoes convey how bad habits can eventually lead to diabetes and health complications.

One side of the 1.8m-tall domino has a digital screen that features videos illustrating the “domino effect” of bad diet and lifestyle habits. To reverse the chain reaction, Singaporeans simply have to remember B.E.A.T – Be aware of the risks, Eat right, Adopt an active lifestyle and Take control of their health by getting regular health checks.