Singapore’s Health Promotion Board: Diseased Heart

Have you seen these? Mysterious silhouettes had materialised throughout Singapore’s MRT network. The mystery had been unboxed, revealing a disruptive nationwide anti-vape campaign in full swing. ‘Don’t Toy With Your Life’, created by Singapore’s Health Promotion Board and creative agency TBWASingapore. Taking an unexpected approach, it aims to shift perceptions and behaviours among Singapore’s youths. ‘Don’t Toy with Your Life’ aims to instil a powerful message to youths: Vaping may seem like harmless fun, but don’t be fooled — you’re the one being played. The campaign aims to encourage the public to see past the seemingly attractive facade and recognise the real, harmful impact of vaping. The creative idea? Grotesque figurines designed with a dose of dark humour (not for sale, and not safe for all ages) – “Popcorn Lungs”, “Addicted Brain”, and “Diseased Heart”. The payoff was a contrast between attraction and repulsion – drawing viewers’ attention in with its attractive exterior appeal, only to reveal the unsettling truth by showing the hard-hitting health harms that vaping will bring to its user when one looks deeper.