Most Singaporeans ignore the symptoms of stomach cancer and delay diagnosis and treatment until it is too late. MiRXES, an emerging global biotechnology company based in Singapore, wanted to raise awareness of stomach cancer and the importance of early detection in successful treatment.

THE OBJECTIVE

To drive demand for stomach cancer testing using GASTROClear from MiRXES at partner clinics by educating people on the importance of early stomach cancer diagnosis and encourage screening.

THE IDEA

“Life is like a box of chocolate”

You never know what you’re going to get. 

We replicated the randomness of life and encouraged campaign participation by appealing to Singaporeans’ love of food with treats for the stomach—chocolates! Users were directed to the campaign microsite where they could pick a chocolate from the box and be rewarded with a sure-win—a food voucher, a massage chair, or a complimentary stomach cancer screening.

To increase user engagement and cultivate the importance of early stomach cancer detection, relevant articles were carefully curated for their consumption on the campaign microsite and pushed via organic social, paid and influencers.