Caloric Literacy CampaignIntegrated Marketing Communications
Caloric Literacy Campaign
Diploma in Media and Communication
Ng Jing Wen Mallorie, Melissa Phay, Materson Khoo, Pearlyn Chua, Zulhimi Bin Mohamad Kamuradin
Tan Wei Lin Zoey, Law Sher Ting, Shellvia Valentina, Victoria Liew, Glenda Tan
The Health Promotion Board (HPB) is a statutory board under the Ministry of Health (MOH) of Singapore. It was established in 2001 to act as the main driver for national health promotion and disease prevention programmes, with a vision to build a nation of healthy people. Through healthcare programmes and initiatives, and working closely with other organisations operating in the healthcare ecosystem, their goal is to help Singaporeans better manage their health and in turn reduce the burden of disease and rising healthcare costs for the nation. One of the key campaigns that fall under the Nutrition pillar of Healthy Lifestyle Marketing is the Caloric Literacy Campaign.
The main objective of this campaign is to educate Singaporeans on the recommended daily intake of calories – 2200 calories for men and 1800 calories for women. The aim is to encourage them to be ￼￼more aware of their food and beverage choices as well as to better manage their consumption on a daily basis and ultimately to develop more healthy eating habits.