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Singapore government combats diabetes this New Year with ‘Kungfu Fighter, Hidden Sugar’

Singapore’s Ministry of Communications and Information has rolled out a kungfu-themed commercial in a bid to combat diabetes.

Released for the Lunar New Year, ‘Kungfu Fighter, Hidden Sugar’ reminds consumers to eat in moderation and stars a family bodyguard who combats sugar villains with ‘sugar defeating darts’.

The ‘destroyer of salt, oil and sugar’ is the hero of the multi-platform campaign, which centres on a 90-second TV commercial and has already reached 2.2 million people via social media.

Created by Tribal Worldwide, the TVC spells out clearly how much sugar there is in common New Year goodies.

“We were inspired by Kungfu classics, a staple during this festive period, and hope to deliver an action-comedy that will resonate with young people as well as the elderly,” said Karen Tan, senior director of the public communications division at MCI. “We are heartened that people can enjoy this short Kungfu flick while learning some useful facts about fighting diabetes.”

The campaign includes two five-second clips, a Facebook gif and a mobile message greeting that will be released over the next week and during the first 15 days of the New Year.

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