Hong Kong – Telehealth platform Noah has partnered with creative agency BBH Singapore to launch a bold new campaign that puts men’s sexual health in the spotlight—using a giant inflatable installation along Hong Kong’s iconic harbourfront.
The installation depicts a pair of oversized inflatable balls being towed by a barge with the message “Men’s health is a big deal,” as seen in footage that appears to have been captured by a passing tourist. The clip drew attention online, especially at a moment when the inflatables align on either side of a skyscraper, prompting amused reactions.
Amid speculation about the stunt’s authenticity, Noah and BBH Singapore have confirmed they were behind the scene—though the spectacle wasn’t physically staged. Instead of using actual inflatables and a barge, the visual was produced with the help of VFX.
While humorous in execution, the campaign tackles a serious issue: the stigma surrounding men’s health conversations in Hong Kong, particularly around sexual health. Research cited by Noah notes that 60% of men avoid discussing such topics due to embarrassment.
Launched during Men’s Health Month, the initiative aims to reduce stigma and encourage men to take a more proactive approach to their mental, physical, and sexual wellbeing.
Gaurav Gursahani, director of marketing at Noah, said, “We built Noah because stigma was louder than solutions when it came to men’s health. No man should feel embarrassed to take care of his health. But in reality, most do. That’s why we partnered with BBH Singapore to develop a campaign that doesn’t whisper about men’s health; it shouts.”
Sascha Kuntze, chief creative officer, BBH Singapore, said: “Sometimes, to get everyone’s attention about a topic everyone shies away from, all you need is… well, you can see it in the stunt.”
