Groove for your heart : together, it's not that heart

• Main Authors: Gooi, Jia Hui, Hari Kishan Ramesh Kumar, Tan, Marcus Teng Shawn, Thong, Sarah Yuan Yu
• Other Authors: Kim Hye Kyung
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2020
• Subjects: Social sciences::Communication::Promotional communication
• Online Access: https://hdl.handle.net/10356/137454
• Institution: Nanyang Technological University

Groove for Your Heart is Singapore’s first heart disease prevention campaign targeting women in their menopausal years (45 to 65 years old). Heart disease is the leading cause of death for women in Singapore, accounting for 27.2% of female deaths. Despite this alarming trend, studies have revealed that women are largely unaware of the increased risk of heart disease after menopause. Coupled with low perceived risk of heart disease, the rate of heart disease prevention measures taken by Singaporean women remains relatively low. Through the development of a Disco-themed campaign centered on 3 strategic content pillars (Educate!, Mitigate! and Advocate!), Groove for Your Heart aimed to improve knowledge of heart disease and push the understanding of the increased risk that women face after menopause. In addition, the campaign encouraged the adoption of 150 minutes of moderate-intensity exercise per week, an effective preventive measure against heart disease as recommended by the American Heart Association, by addressing key barriers faced by them as well as promoting a community approach to overcome these barriers. Groove for Your Heart achieved its campaign objectives by moving away from conventional methods of information dissemination and using edutainment content instead, developed in collaboration with medical experts from Asian Heart & Vascular Centre and Sports & Cardiology Centre. The campaign received strong support from partner organizations such as Singapore Heart Foundation and gained attention from national media outlets as well as members of the target audience. This report outlines Groove for Your Heart’s campaign development efforts and strategies used, discusses the campaign’s eventual impact in society and highlights learning points and recommendations which could shape future campaigns.