Many Singaporeans think that antibiotics are a powerful cure-all medicine. They are wrong. The Singapore Health Promotion Board wanted to set things right. And we wanted to let people hear it from the Antibiotic Pill himself.
We made the Antibiotic Pill relatable by personifying him as an overworked employee and a boxer called for the wrong fight.
The campaign was targeted at the masses with digital banners going up on popular websites.
A True/False series engaged people on Facebook.
Lots more posts with targeted messaging were created.
The Antibiotic Boy was so popular, he even received fan mails. More details in the case study video here.
