Works / Gallery
Works / Gallery
COMMUNICABLE DISEASES AGENCY (CDA)
Good Hygiene Matters Campaign
BACKGROUND & KEY CHALLENGE
CDA commissioned Splash to launch their inaugural public education campaign ahead of the mid-year travel and flu season, aimed at curbing the spread of respiratory illnesses through better hand and respiratory hygiene. The hurdle wasn't awareness; Singaporeans already know they should mask up, wash their hands, and stay home when sick. The real challenge was behavioural inertia: closing the gap between what people know in theory and what they actually do in the rush of everyday life.
THE IDEA
Rather than lecture the public with stern PSA warnings, we chose to nudge them with humour and relatability.
At the centre of the campaign is a crew of cheeky germ characters who pop up at the exact moments when people are most likely to forget: right before they eat, cough or sneeze, or leave home when sick. A simple reminder reframed the desired behaviours as positive acts of community care.
The result: hygiene messaging that felt approachable and actionable, instead of another warning to tune out.
Main Campaign Key Visual
Secondary Campaign Key Visuals
CHANNELS USED
A fully integrated, nationwide campaign met Singaporeans across their daily journeys and community spaces:
TV and digital video
A hero campaign film, cut down to 30- and 15-second versions, and adapted into vernacular languages to reach the mass public.
Out-of-home
Bus wraps, MRT platform door wraps, in-train panels, digital screens and Digital Panel Display ads, met commuters throughout their daily routines.
Social media content
Animated lifestyle content, relatable skits of everyday scenarios, and a fun interactive quiz kept the hygiene message engaging and shareable.
Print collaterals
Tabletop stickers, reminding diners to wash their hands with soap, were placed at hawker centres and coffee shops islandwide.
RESULT
The campaign achieved immediate digital breakthrough, successfully shifting public momentum and setting a definitive creative benchmark for CDA’s future public health communications. The hero digital film alone amassed over 3 million views within its first month, effectively driving the mass adoption of essential hygiene practices.
This traction was amplified by targeted social media content created by Splash, which delivered exceptional engagement, anchored by a single Facebook video that captured 1.1 million views in just four weeks.
Campaign webpage:
https://www.cda.gov.sg/public/good-hygiene-matters
