fitbit wanted to reach the people of singapore to launch the 'live healthy SG' health promotion, as part of the government's 'smart nation' initiative. the program required public recruitment, while a range of free fitbit devices was available to participants depending on their level of engagement.
as an integrated art director and copywriter at sweeting studio, i helped bring this complex communication exercise to life. working with the positioning of 'discover a healthier you', we wove the program pillars of exercise, diet and sleep throughout all touchpoints, integrating product stories where appropriate.
in collaboration with multiple stakeholders, we combined targeted copy with crafted talent imagery across the program website and the accompanying paid social channels.
at time of writing the recruitment phase is entering its final chapter, with the number of signed participants already measuring in the hundreds.
