GSK taps familiar faces to push shingles awareness in Singapore

Singapore – GlaxoSmithKline Singapore has launched a nationwide shingles awareness campaign, ‘WAIT FOR WHAT?’, aimed at encouraging older adults to seek medical advice on the disease.

Running from March through the year, the campaign features Mediacorp artistes Chen Shu Cheng, Richard Low, and Zhu Hou Ren. 

Set on a film production, the campaign highlights the impact of shingles and associated health risks, including the potential for heart attack and stroke in some cases, alongside the pain linked to the condition.

The creative centres on a staged filming scenario, where the actors break character after a director’s cue to share personal stories about shingles, shifting the tone from scripted performance to conversational exchange. 

The approach is designed to prompt audiences to consider the condition and consult healthcare professionals.

The move comes as public health campaigns in Singapore continue to prioritise outreach to ageing populations through familiar cultural figures and accessible storytelling formats. 

The initiative targets adults aged 50 and above, a group more vulnerable to shingles.

Developed by Klick Health’s APAC team, the campaign is being deployed in English, Chinese, and Malay across multiple channels, including television, radio, social media, digital platforms, out-of-home placements, and public healthcare locations.

“WAIT FOR WHAT?” forms part of GSK Singapore’s broader effort to raise awareness of shingles and encourage informed health decisions among older adults, using a mix of mass media and on-ground touchpoints to extend reach across the country.