Manulife: Stop The Drama’ by TBWA

Agency: TBWA
Client: Manulife
Date: Mar 2019
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Manulife has launched a campaign in Singapore to help educate people about the subtle warning signs of real-life heart attacks.

The campaign, which is called ‘Stop The Drama’, was created for the insurance company by TBWA\Singapore. It is based on a recent Manulife Heart Health Survey, where over 500 respondents were found to have a lack of awareness around warning signs and risk factors for heart attacks.

The campaign features a teaser video on social media, exposing just how prevalent misconceptions around heart attack symptoms are amongst the general public, with the help of Singapore Heart Foundation.

It stars veteran Singaporean actor, Lim Kay Tong and five young Singaporean actors, who educate viewers on the early and less-known signs of heart attacks, including light-headedness, shortness of breath, sweating, tingling in the arm, jaw ache, neck ache, and back pain.

Lim’s personal experiences lend weight to the initiative as he discusses how his wife was lucky to survive what could have been a deadly heart attack by recognising early symptoms of artery blockage.

Since the launch of the campaign, artists and directors from Asia have joined a movement called #stopthedramanow. On World Theatre Day (March 27), they will pledge on social media to only portray authentic heart attack symptoms in their future projects - a rallying cry that they hope will inspire their colleagues across the globe to do the same.

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