health Archives - MARKETECH APAC

Taipei, Taiwan – Global dairy company Arla Foods Ingredients has launched a new campaign to inspire dairy manufacturers to create innovative high-protein products. At the heart of the campaign is a new virtual protein seminar, featuring presentations from expert speakers and a ‘Test your protein knowledge’ quiz.

Said campaign, titled ‘Go High in Protein’ showcases the Arla Foods Ingredients Nutrilac® ProteinBoost range of patented microparticulated whey proteins, which are rich in all the essential amino acids. It also demonstrates how they can be used to overcome technical challenges and create high-protein dairy products with appealing taste and texture.

Through the initiative, visitors can also explore five concepts featuring Nutrilac® ProteinBoost. They include two new recipes – an ambient spoonable yoghurt, and an ambient drinking yoghurt which recently won a World Dairy Innovation award for best manufacturing/technology innovation.

Moreover, the brand also demonstrates the potential for high-protein dairy products that do not require refrigeration, creating opportunities for convenience, long shelf life and easier transportation.

Claus Bukbjerg Andersen, senior category manager at Arla Foods Ingredients, said, “The high-protein trend is as powerful as ever, but it’s evolving. Consumers now want high-quality, complete proteins – and they want them in products with masses of appeal. Our aim is to make it as easy as possible for manufacturers to meet these dual needs.”

He added, “The ‘Go High in Protein’ demonstrates how our Nutrilac® ProteinBoost solutions can help you overcome technical challenges and create high-protein dairy products that stand out in an increasingly crowded market.”

Singapore – Health club Virgin Active calls out purveyors of misleading wellness claims in new ‘Leave the Cult, Join the Club’ global campaign made in collaboration with advertising agency We Are Pi.

Charged with striking visuals and strongly worded statements, Virgin Active’s new campaign points out the prevalence of fake fitness fads that are gaining popularity online. This includes solutions for 30-day abs, excessive supplements, magic detoxes, and snake oils.

Instead of succumbing to misleading beliefs, the campaign encourages people to be healthy through a community of real people with realistic health goals and practices.

“Beyond the film, we’re taking our message to the streets through punchy copy and visuals. Squaring up to toxic wellness in an entertaining way that’s designed to spark conversation and public scrutiny. Our message is simple. We’re f*cking sick of it too. Come to one of our clubs, have a smoothie, move your body, lie in the sauna, whatever. Forget the noise and come as you are. Listen to nobody, but your body,” Gabi Mostert, group creative director at Virgin Active, said.

Andy Tomkins, group chief marketing officer at Virgin Active, commented, “We know that people are increasingly overwhelmed by the sheer volume of conflicting opinions and can be seduced by the promise of a quick fix that can do more harm than good. Our new global positioning ‘Where Wellness Gets Real’ establishes Virgin Active as the antidote to the fakery that’s plaguing the wellness industry and reflects the culture we’ve created where people can bring their real selves, make real progress in a healthy way that’s unique to them. ‘Leave the Cult, Join the Club’ parodies the toxic underbelly of the wellness industry and most importantly shows people there’s a better way!”

“‘Leave The Cult Join The Club’ is the point of view the wellness industry needs, from an iconic brand that, at its best, is the cheeky cultural provocateur we all want in our lives,” Alex Bennett Grant, chief executive officer at We Are Pi, said.

The campaign will include films in long and short forms. It premiers in September across the United Kingdom, Italy, South Africa, Thailand, Singapore, and Australia.

Malaysia – Prudential Malaysia has introduced the ‘PRUMillion Med Active’, a medical plan that provides Malaysians with more control of their medical insurance through the ‘Be In Control’ campaign created with advertising agency Naga DDB Tribal.

The campaign details the benefits of the new medical plan, which allows people to pay less for insurance when claiming less while ensuring that medical coverage is not affected.

Using dance to express self-control in the campaign, Be In Control conveys the medical plan’s active-pricing element. Beginning with a 15% instant discount on medical insurance charges, they can continue to enjoy an annual discount when they maintain good health and make no claims.

“We wanted to create a visually stunning campaign that truly captures the innovation of the medical plan. After exploring various ways to convey the concept of ‘control,’ we found that ballet and breakdancing perfectly embodied the essence of ultimate control in movement,” Alicia Hew, creative director at Naga DDB Tribal, said

“Our focus group uncovered that people have very little knowledge, which hinders their ability to make better healthcare, insurance, and medical claims decisions. But what remained true across all respondents was that they wanted to become more discerning and well-informed consumers to offset the rising cost of living. So our strategy was clear: To empower them with the confidence to make equally informed decisions when it came to insurance – which we knew would position PRUMillion Med Active in the best possible light” Mark Siew, associate director of strategic planning at Naga DDB Tribal, said.

The campaign also includes a series of content informing Malaysians on claim-based pricing plans.

Australia – Inherited Cancers Australia, an organisation formerly known as Pink Hope, has rebranded with a new campaign in partnership with advertising agency Cocogun to promote understanding and open discussions on the risk of hereditary cancer.

The campaign, which features photographs of high-risk community members taken by Nic Walker, aligns with the organisation’s advocacy to promote life-saving conversations on family health history and break the cycle of hereditary cancer.

”We believe that knowledge is power. It’s important that the way our brand shows up in the world reflects the intelligence, autonomy and empathy running through our DNA, and that of the community we work with. Cocogun’s strategic and creative approach, and Nic’s photography, have perfectly captured this balance,” Sarah Powell, chief executive officer of Inherited Cancers Australia, said.

“At Cocogun, we believe creativity is the most powerful force in the world – and with the Inherited Cancers Australia team – we’re using it to help them achieve their mission of breaking the cycle of inherited cancer in Australian families. It has been an honour working with a team so knowledgeable and passionate about the generational impact of inherited cancer risk,” Kirsty Reynolds, business director and copywriter of Cocogun, said.

Chris Clausen, design director of Cocogun, added, “Inherited Cancers Australia’s curved lines and organic colours draws inspiration from nature, representing the ongoing journey people who live with an inherited cancer risk face throughout their lives. The colour palette was inspired by the community, who wanted colours more representative of the diversity of its members. The bright yellow combined with photography by Nic Walker contrasts vulnerability and strength within the community, to help ‘break the cycle’.”

Inherited Cancers Australia provides scientific and evidence-based information for those at risk of cancer, aiming for early diagnoses, risk reduction, and better treatment options.

China – Edelman China has named Xiaoyan Wang as its new health lead. In her new role, Wang will spearhead the development of the firm’s health sector vision, uniting teams across various disciplines to deliver specialised and strategic solutions for client challenges.

Wang brings nearly 25 years of experience in pharmaceuticals and marketing, encompassing consumer health, medical communications, branding, advertising, and digital innovation. Her extensive and diverse background makes her a valuable asset to Edelman China.

With a strong personal interest in public health, Wang believes that effective and empathetic communication is a key driver in improving health outcomes for all. She has collaborated with numerous leading life sciences companies, and in her previous agency roles, she successfully built high-performing teams from the ground up, achieving rapid revenue growth and establishing best-in-class healthcare solutions in China.

Speaking on her appointment, Wang said, “The healthcare industry is currently undergoing a period of great change, as we face challenges and opportunities such as pressure on drug prices, increased regulation, and accelerated innovation. In this period of transition, I’m delighted to join Edelman and provide health clients with strategic solutions that enhance health outcomes. I also look forward to contributing to Edelman’s continuous development of the health sector.”

Also commenting on the appointment, Will Collie, vice chair of health in Asia Pacific at Edelman, stated, “Xiaoyan has solid business management skills and market development capabilities, and her joining is undoubtedly a great addition to Edelman. Importantly, Xiaoyan’s track record of working with international health brands will be of significant importance to clients in China.”

“Edelman’s internationally connected business and communications consulting teams will be a key differentiator in Edelman’s approach to serving clients in the health sector. Xiaoyan completes our efforts to have senior leaders in every major market across Asia and the Pacific. We believe she will continue to bring her professional strengths into full play in the future and strive to enhance Edelman’s integrated communication capabilities in the healthcare field, expanding business possibilities,” Collie added.

Hong Kong – AIA Group Limited has announced the launch of its new brand campaign platform, ‘Rethink Healthy.’ The campaign intends to challenge misconceptions and narrow images of health in Asia, arguing for new definitions of health that would inspire more people to live healthier lives.

‘Rethink Healthy’ advocates for a more inclusive, pertinent, and doable approach to wellbeing that is more sustainable and inclusive for people in Asia. This campaign is part of the AIA One Billion initiative of AIA Group Limited, which aims to empower one billion people to live better, longer lives by 2030.

The anthemic video ‘Rethink Healthy’ challenges how social media influences how we portray health in its introduction. It will be bolstered by staff involvement initiatives, community activities, and marketing campaigns spanning multiple Asian regions.

The anthemic video tries to extend viewpoints by showing health as a mix of physical, mental, financial, and environmental well-being, rather than relying primarily on physical appearance as a health indicator. It aims to revolutionise the way healthy lifestyles are spoken and portrayed, emphasising that each person can embark on their own unique road to health and wellness.

The video broadens the concept of activities, opportunities, and choices that promote overall health and wellness. It also redefines how exercise and healthy eating can benefit health, proving that every small step matters and that increasing confidence leads to progressively significant actions and benefits.

The formation of the campaign was prompted by a regional wellness report ordered by AIA, which revealed that a large number of Asian consumers felt that maintaining good health was too hard and unachievable. Important research findings showed that even though most respondents wish to get healthier, 80% don’t think they are healthy right now. Consequently, 57% of individuals polled said they were unable to modify anything to make their health better.

People throughout Asia are overwhelmed by the frequent, restricted portrayals of ideal health and fitness habits. Furthermore, 63% of respondents feel that exercise must be intense and prolonged to be healthy, discouraging many people from becoming more physically active. The majority of people polled feel that little activities cannot promote physical health, despite research showing the importance of tiny steps taken repeatedly to develop habits.

Speaking about the campaign, Stuart A. Spencer, AIA group chief marketing officer, said, “Our reality today is that Asia is getting wealthier but not healthier. The prevalence of lifestyle diseases is rapidly accelerating despite people wanting to improve their health. The research is very clear, consumers need and want help. AIA’s ‘Rethink Healthy’ campaign is a direct response to this urgent need by reframing the journey to health and wellness to be more inclusive. We need to change how we portray healthy lifestyles and make clear that this is specific to every individual, and help people take their own unique journey towards health and wellness. Every market in Asia is immensely diverse, however the discussion around health is often one-dimensional.”

He added, “We are on a mission to change attitudes, mindsets, behaviours and debunk preconceived notions of what healthy means for every individual. Through this campaign we will engage many more people in Asia to live Healthier, Longer, Better Lives and accelerate progress towards our AIA One Billion goal.”

Kuala Lumpur, Malaysia – Global consumer goods firm Reckitt has partnered with e-commerce platform Shopee to launch its ‘Complete #TheMissingHalf’ campaign in Malaysia, aimed at enhancing the protection of health, hygiene, and nutrition of consumers by relying on its trusted brands including Enfagrow A+ MindPro, Dettol, and Vanish.

As part of this ‘Super Brand Day’ campaign, which will be on 19 May, Reckitt will be providing shoppers with exclusive deals on Shopee Mall from Enfagrow, Dettol, and Vanish, including educational tips, coins, and product giveaways on Shopee Live, up to 4.5 million coins cashback, and buy 1, free 1 deals, as well as exclusive bundles, where Reckitt is offering special vouchers up to RM200 off, gifts with purchase, specially curated bundle sets including Enfagrow A+ MindPro IQ+ EQ bundle, complete Dettol Protection Kit, and complete Reckitt Household Cleaning kit.

Moreover, free shipping deals are also included on the campaign’s exclusive deals, as well as ‘Spend, Spin, and Win’, where shoppers will be given a chance to win a Toshiba dishwasher, Samsung Tablet, and Shopee Coins.

Muksitul Islam, the ASEAN e-commerce director at Reckitt, commented that Reckitt is proud to partner with Shopee in the regional ‘Super Brand Day’ to connect ASEAN consumers to their beloved and trusted brands like Enfagrow A+, Dettol, and Vanish.

“Through Shopee’s impressive engagement tools, our consumers can not only look forward to choices tailored to their needs but also an enjoyable shopping experience from our diverse nutrition, health, and hygiene portfolio. We wish our consumers a wonderful Super Brand Day experience,” said Islam.

Meanwhile, Pavan Challa, Shopee’s director of regional brand partnerships, shared that consumers are shopping more frequently online for household and healthcare needs, and they are glad to partner with Reckitt to provide parents and families with a wide variety of trusted brands that gives them the assurance they need when it comes to enhancing family health and nutrition.

“We will continue partnering with brands to offer shoppers access to greater convenience, variety and value all year round through Shopee Mall,” said Challa.

Singapore – The pandemic has paved the way for people to opt out utilizing digital experiences, including the usage of mobile applications. Under such categories are health and fitness apps, to which its digital lifestyle solutions have made their app sessions increase by 31% during H1 in 2021 globally, the latest insights from mobile marketing analytics platform Adjust shows.

The increase in app sessions are noted despite the gradual re-opening of gyms and fitness centers globally due to eased pandemic restrictions. Yet, health and fitness app installations have dropped by 24% during H1 of this year.

This is a large contrast with the previous Adjust statistics that showed that the aforementioned app installs of apps under that category saw a spike by 67% by March 2020, and sessions boosted by 48% during May 2020, an indication of online activity in these apps due to existing pandemic restrictions back then.

In terms of workout and fitness frequencies on these apps, the insights noted that Sunday was the most preferred day to workout during the week, with Friday being the least favorite. Meanwhile, in terms of peak weak performance, health and fitness global sessions were at peak during the first week of March last year, 9.1% above the H1 average.

“Although installs are not as impressive as last year, sessions are trending upward, suggesting that users are sticking with apps since adapting to taking care of their mental and physical health from home. The growth is expected to continue, but the key challenge for apps is to gain the competitive edge and acquire more high-LTV users,” according to April Tayson, regional vice president for INSEA at Adjust.

California, USA – In response to the growing trend online of users resorting to online resources for verified answers to health questions and educating themselves more about health and medicine, video streaming platform YouTube has announced that it will be introducing new in-app features that would raise more awareness about verified health information.

YouTube will be adding new health source information panels on videos to help viewers identify videos from authoritative sources, and health content shelves that more effectively highlight videos from these sources when you search for specific health topics. These context cues are aimed at helping people more easily navigate and evaluate credible health information.

In order to cross-check information these YouTube videos present, the platform has applied the principles developed by an expert panel convened by the National Academy of Medicine, a nonprofit, nongovernmental organization that brings together the top experts in health, medicine, and biomedical science to provide unbiased, evidence-based guidance about health and science.

The National Academy of Medicine regularly examines complicated questions related to health, medicine, and biomedical science and over the years they have given guidance on everything from countering the opioid epidemic to gene editing.

According to Dr. Garth Graham, director and global head of healthcare and public health partnerships at YouTube, the new in-app health information is the result of the platform’s constant work to make it easier for people to find authoritative information to help answer their questions, as well as putting health professionals at the core of our efforts to connect people with helpful content.

In addition, he also believes that in our increasingly digital world, the next phase in health communication is video, where we can connect with people and answer their questions in a way that is both visual and personal. He also believes that this platform, with 2 billion monthly active users, has the potential to be a transformative tool for public health and can positively impact communities at scale.

“This is our first step towards identifying and designating authoritative health sources on YouTube. While only accredited health organizations and government entities are currently included in our health context features, we’re exploring ways to broaden eligibility and evaluate the inclusion of other health sources, as well as ways to expand these features globally,” Graham said.

He added, “Throughout my years of working in public health and practicing medicine, I have seen the benefits of getting the right information to patients when they need it. These new features are an important step to improve our platform’s role in connecting people with high-quality information. We know that there is more work to be done and our investment will continue for the long-term.”

Manila, Philippines – Global consumer goods firm Reckitt has partnered with e-commerce platform Shopee to launch its first-ever ‘Protection Starts Within’ campaign across the SEA region including the Philippines.

As people around the world face the continued threat of the COVID-19 pandemic, Filipino families are still placing high importance on upholding strict hygiene standards and ensuring proper nourishment

The regional campaign, which will be running from 21 to 23 June, aims to help families better protect their health and well-being by enabling shoppers to access Reckitt’s wide portfolio of family care essentials at Shopee Mall.

To meet the growing demand for health, hygiene, and nutrition products online, Reckitt will be educating customers about protecting and nourishing the family with Enfagrow A+ Four NuraPro, Lactum 3+6+, and Lysol on Shopee Live through the campaign.

Furthermore, Reckitt will be sharing exclusive product tips and best practices for family protection through an educational microsite. About 20 lucky viewers on Shopee live streams will also stand a chance to win ₱300 off shopping vouchers.

Muksitul Islam, the ASEAN e-commerce director at Reckitt, shared that they are proud to partner with Shopee in their regional initiative to reach more consumers across the region and in the Philippines.

“They can be assured of convenient and quick access to our entire portfolio of well-loved brands including Enfagrow Four, Lactum 3+6+, and Lysol that will help meet their needs. Through Shopee’s engagement tools, our customers can also look forward to learning valuable tips on Reckitt’s products, as well as best practices through a fun and engaging way,” said Islam.

Meanwhile, Shopee Philippines’ Director Martin Yu, said that as part of the 7.7 Mid-Year Sale to give shoppers greater value, they are glad to partner with Reckitt to provide a wide variety of trusted household brands delivered directly to their homes.

“As e-commerce grows to become an integral part of life, Shopee will continue to work with globally-trusted brands like Reckitt to ensure that shoppers can get convenient access to all that they need,” said Yu.

Reckitt will also be rolling out exclusive COVID-19 household protection deals on Shopee Mall, such as exclusive bundle sets and EnfaMama Elite Rewards Loyalty Program, which allows shoppers to get 500 points sign-up bonus, member-exclusive vouchers, and bonus points with every purchase from the official store on Shopee Mall.