To better reach our target audiences, we also created social assets for both Facebook and Instagram to raise awareness of our campaign and get people to uncover their muscle age or receive a free sachet sample of Ensure.
Ravi MirchandaniRavi MirchandaniThe term ‘Uncle’ is used quite loosely and colloquially in Singapore. If you’re a middle-aged man, you’re probably one. But there are Singaporean men out there who feel undeserved of the ‘Uncle’ tag – for they look after themselves well and time has not completely robbed them of their youth. So there was a need to debunk the myth that Uncles are merely defined by age.
Because muscle health is a poorly recognised issue in Singapore – and people start to lose muscle mass after age 40 – we wanted to show that the real Uncles are defined not by age, but by muscle age.
Abbott Nutrition wanted to raise awareness about the importance of muscle health and how drinking Ensure can help people aged 40 and above to live better and more fulfilling lives.
So we framed this into an Ensure Stand4Strength challenge between an older male (supposedly an Uncle) and his younger counterpart – all designed to uncover their muscle ages and determine who’s the real Uncle. The challenge would measure one’s leg muscle strength through the time taken to do the five-repetition sit-to-stand test.
Similarly, we did a ‘Who’s the Auntie?’ challenge to emphasise that muscle atrophy can also affect the fairer sex. Again, we underscored that being older in age doesn’t necessarily equate to having an older muscle age – especially if one has been drinking Ensure.
The whole point is to get people to look after their muscle health by chugging Ensure (versus drinking regular milk).
To better reach our target audiences, we also created social assets for both Facebook and Instagram to raise awareness of our campaign and get people to uncover their muscle age or receive a free sachet sample of Ensure.
Working on this campaign got me thinking about my own muscle health. In all honesty, it was triggered by a trip to the supermarket during the pandemic. Wearing a cap and with my face mask on, I scanned my ID at the entrance before sauntering in. Alas, a part-time youngling forgot to take my temperature and suddenly I hear her hollering “Uncle” at me. Mind you, I’m a super active bloke and I hardly consider myself old. But that episode rankled with me so much that I started to drink Ensure too. More to regain my own pride than muscle strength!