Singapore’s Health Promotion Board has consistently over the years produces outstanding advertising campaigns to raise awareness in its citizens about cancers, healthy eating and AIDS. Singapore was the first country in the world to run a national anti-smoking campaign. Over the years, HPB has tried to frighten smokers into stopping this damaging habit. This year, HPB decided on a different tack and ended up winning a Gold medal at the IPA Awards in London. Ogilvy & Mather Singapore helped this government agency create an effective campaign running across a variety of media including the social media platforms and moved the message from anti-smoking to pro-quitting. The ads highlight people who had quit smoking and made them champions for the cause. OMD was the media agency.