Heart Check, One, Two

• Main Authors: Chin, Gabrielle See, Hwang, Seoyun, Chua, Megan Tsui San, Seah, Lilian
• Other Authors: May O. Lwin
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2024
• Subjects: Social Sciences; Preventive heart health
• Online Access: https://hdl.handle.net/10356/174468
• Institution: Nanyang Technological University

Heart Check, One, Two is a communication campaign promoting the importance of preventive heart healthcare (PHH). In 2022, heart disease caused a daily average of 34 heart attacks and 23 deaths (Ministry of Health, 2023). Despite rising death rates from heart disease (Ministry of Health, 2023), passivity towards PHH still remains. The severity of heart disease drove the campaign objectives of PHH promotion, through early intervention and behavioural nudges toward the uptake of health screenings and lifestyle changes. While existing local measures target the broader population, the increasing prevalence of chronic diseases among Singaporeans aged 40-65 (National Population Health Survey, 2022) revealed the need for increased efforts for this age group. We focused on Bedok, a township with 104,450 residents aged 40-65 — the largest concentration of this target group (Department of Statistics Singapore, 2024). The Protection Motivation Theory and literature review findings spotlighted key barriers inhibiting PHH adoption. Insights from surveys, focus group discussions, and expert interviews identified key barriers directed the campaign's key messages and strategies. Our campaign launched in October 2023 and concluded in March 2024. Key tactics included the Bedok South resident engagement and Bedok CC Prosperity Mass Walk & Exhibition, both graced by Deputy Prime Minister Heng Swee Keat, attracting over 1,270 Bedok residents. Our campaign secured nine media features, yielding over $499,000 in PR value. Campaign evaluation included a quantitative post-campaign survey and an evaluation of campaign strategies on impact and output objectives. The campaign saw an increase of knowledge levels, self-efficacy levels, and protection motive in PHH adoption. The campaign’s success suggests the feasibility of expanding campaign initiatives to promote PHH to wider audiences.