For the first time, the Ministry of Communications and Information is launching a Lunar New Year Kungfu series, “Kungfu Fighter, Hidden Sugar”, that reminds us to eat in moderation this festive season. In support of the Let’s Beat Diabetes campaign, the action-packed series takes an innovative multi-platform approach to reach the masses.
2 The series is going viral. Released on 21 Jan 17 on Facebook, the star of the series – the 90-second TV commercial – has reached 2.2 million people, and gathered 873,000 views and 54,000 reactions (including 3,000 comments and 15,000 shares). The reception has been overwhelmingly positive, with people sharing the important message of eating in moderation this Lunar New Year.
3 More than just a festive greeting, the series highlights the dangers of diabetes. The TV commercial spells out clearly how much sugar there is in common Lunar New Year goodies. Did you know that one serving of Yu Sheng has the equivalent of four teaspoons of sugar in it? Or that one pineapple tart has as much as one teaspoon of sugar?
4 Of course the commercial is not all dry facts and figures. An exciting plot directs attention to these facts. The commercial is set in an olden-day Chinese restaurant, where a family is having their reunion dinner with their bodyguard standing watch. The bodyguard soon realises that the family is under attack from “sugar villains” sneaking copious amounts of sugar into their meal. A classic Kungfu fight ensues, interspersed with comedic villain-bashing moments. The bodyguard literally beats diabetes with powerful Kungfu moves like “Sugar Defeating Darts” (“化糖神镖”) and the “Destroyer of Salt, Oil and Sugar” (“降盐扫油灭糖斩”), and saves the day.
5 “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. We are heartened that people can enjoy this short Kungfu flick while learning some useful facts about fighting diabetes," added Karen Tan, Senior Director of the Public Communications Division at MCI.
6 Aside from this 90-second TV commercial, two five-second clips, a Facebook gif and a mobile message greeting will be released over the next week and during the first 15 days of the Lunar New Year.
7 With 400,000 Singaporeans above the age of 18 suffering from diabetes, the message is an important one, and particularly apt during this time of festive feasting. Stay tuned for more of this “blockbuster” series on Facebook, mobile phone and at the movies, as we wish everyone a very happy, healthy Lunar New Year!
Ministry of Communications and Information
22 January 2017