Action for Aids

Health Promotion Board

Warning: Explicit Content

Password: hello

The message was dead serious, but the media solution and subject matter was necessary. Given the subject matter, it was a place we had to go. Apologies in advance.


The year was 2004. The target was a class of lower-income Singaporeans and foreign workers that would travel to a nearby Island of Batam in Indonesia for cheap pornography DVDs. These black market sex-tourists would not only bring pornography, but also HIV back to Singapore.

This case-study is so controversial, The Health Promotion Board denied all involvement. It was fronted by a volunteer group called Action for Aids. After signing the NDA, the agency agreed never to enter it into award shows.