Jaga Diri, Sayang Diri, OK?

Integrated Campaign

Health Promotion Board

2023

During Ramadan, we often use the term 'Sayang' as a expression of endearment for our loved ones. For HPB, we turned that same tenderness inward – asking Singaporeans to extend that care to themselves, starting with what they eat.

The answer came in the form of four recipes: less sugar, more flavour and presented entirely through ASMR. A feast that's as good for the mind as it is for the body.

ECD Adrian Yeap
CD Jared Kang, Parth Gardhia, Hans Chia
Copywriter Gabriel Lee
Art Director Tan Kylyn

Key Illustrator Ben Quek
Production House Prodigious