Challenge
Singaporeans have one of the highest life expectancies in the world, as well as a rapidly ageing population. Muscle health is crucial in staying active, independent and mobile in our ageing years. However, many don’t realise the importance of muscle loss — it remains an underrecognised and imminent issue.
Insight
"Uncle" and "Auntie" is an endearing term used by Singaporeans to address those who are middle-aged and older.
Idea
Ensure puts a spin on this cultural expression by telling us that it's not your biological age that makes you "Uncle" or "Auntie", it's muscle age. Watch as Zheng Ge Ping and Maddy Barber challenge their older selves in the Stand4Strength test, to find out who the real Uncle/Auntie is!
KEY VISUALS
SOCIAL MEDIA POSTS
CASE STUDY VIDEO
