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Singaporean comedian Henry Thia stars in heart failure campaign

Singaporean actor and comedian Henry Thia is the star of a new campaign to encourage the younger generation to spot the signs of heart failure in their older relatives. 

The 90-second video, posted on Facebook, begins on a lighthearted note. The 65-year-old actor is shown going about his daily business from waking up to eating at the local hawker centre, to attempting some exercise in the park.

At every stage, he is pestered by an animated heart that endearingly reminds Thia of some worrying symptoms: loss of appetite, swollen ankles and finally complete breathlessness.

While Thia at first humorously brushes off the impending heart attack, the video then takes a darker turn as the actor collapses in a fit of breathlessness and is discovered by his wife.

Created by DigitasLBi in their first digital campaign for Swiss pharmaceutical giant Novartis, the campaign is primarily targeted at millennials to show them how to spot symptoms in their older relatives.

The online video is being promoted via paid media and is supported by three 60-second films in which Thia discusses heart failure and the public’s knowledge of it. 

DigitasLBi Singapore’s creative lead Keith Byrne said: “People don’t realise the prevalence of this disease and it is too easy for them to ignore. We hope our approach will capture attention and hopefully spur a few people to check themselves or their family members.”

 

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