Don’t Uncle be Hunkle

A campaign spot for the Health Promotion Board’s “Don’t Uncle be Hunkle” effort, aimed at younger men whose lifestyle choices were tracking towards predictable middle-age outcomes. The brief was to land a behaviour-change message with an audience that was actively avoiding the standard wellness register. We treated the spot as a horror trailer, the implied threat being the version of yourself you would rather not become. Made for HPB’s social-led campaign work targeting younger Singaporean men.