Men don’t talk about their health enough. Nor do they do enough to look after it. Getting them to pay attention to anything “health” is a challenge. BBH Singapore has taken up that challenge admirably for telehealth platform, Noah, in Hong Kong.

Men do care about their jewels. So the partners put a pair of giant inflatable balls in front of the International Commerce Centre (ICC), the tallest building on Hong Kong’s waterfront, with the message, “Men’s health is a big deal”… with the help of VFX.

The image is racing around social media during Men’s Health Month. The aim is to provoke the 60% of men who say they avoid discussing sexual health due to embarrassment (Source: Family Planning Association of Hong Kong), to take charge of their their mental, physical and sexual wellbeing, and get support when they need it.

Gaurav Gursahani, director of marketing at Noah, stated, “We built Noah because stigma was louder than solutions when it came to men’s health. No man should feel embarrassed to take care of his health. But in reality, most do. That’s why we partnered with BBH Singapore to develop a campaign that doesn’t whisper about men’s health, it shouts.”

Sascha Kuntze, chief creative officer, BBH Singapore, added, “Sometimes, to get everyone’s attention about a topic everyone shies away from, all you need is…well you can see it in the stunt.”

Credits

Creative Agency: BBH Singapore

Chief Creative Officer: Sascha Kuntze
Executive Producer: Wendi Chong
Creative Director: Gustavo Bonzanini
Art Directors: Jonathan Chen, Michelle Kok, Zixuan Lee
Senior Copywriter: Judy Au
Senior Strategist: Kelvin Wang
Senior Social Specialist: Azrayna Adrienne
Junior Social Specialist: Chow Su Tien
Head of Business Leadership: Lynette Chua
Account Director: Sim Wanru
Account Manager: Rina Lim
Videographer & Photographer: Jason Denning
Post Production: Black Kite Studios
Audio Production: FVSE