Singapore's HPB projected kickable 3D germs on a Dhoby Ghaut walkway to fight flu spread

Encourage commuters to help prevent the spread of flu and other infectious diseases, for those they love — a public-health message that usually lives on posters nobody reads.

Project 3D germs onto the floor beside MRT travellators so commuters literally step or kick them away — enacting the prevention behaviour in the seconds they pass by.

Three-dimensional germs were projected on a pathway beside the travellators at Dhoby Ghaut station on SBS Transit's North East Line, where commuters could 'step or kick' them away; 200 fully-wrapped ComfortDelGro taxis and Spot Me stickers across the NEL, Downtown Line and bus hubs carried the same message.

The material reports no reach or behaviour-change figures; HPB cited the high footfall and space at Dhoby Ghaut as giving room for the interactive floor projections to capture the target audience's attention.

In September 2016 Singapore's Health Promotion Board (HPB) launched 'F.I.G.H.T The Spread for Those You Love', using augmented reality to push its flu-prevention message at commuters. Together with outdoor media owner Moove Media, creative agency Publicis and media partner MEC Singapore, it turned a station pathway into a playable surface.

Three-dimensional germs were projected on the floor beside the travellators within Dhoby Ghaut station on SBS Transit's North East Line. Commuters walking the pathway could 'step or kick' the germs away — a small physical enactment of the message to fight the spread of flu. Esther Pee, HPB's deputy director of corporate marketing, said the high footfall and space at Dhoby Ghaut gave room to execute the interactive floor projections and capture the target audience's attention.

Beyond the station, 200 fully-wrapped ComfortDelGro taxis and Spot Me stickers across the North East Line, Downtown Line and bus hubs carried the same message, extending the germ-fighting frame across the commute. Moove Media CEO Jayne Kwek pitched the format's advantage: out-of-home lets clients use augmented reality to engage commuters, and an interactive campaign is a more effective way of driving messages across.

The mechanic and the message are the same act — you fight the spread by stepping on the germs — so the interaction teaches without explaining.

Placement rides a captive moment: the travellator pathway catches commuters in transit, not in ad-avoidance mode.

One station spectacle plus 200 wrapped taxis scales a small media budget from a single provocation to a network presence.

Interactive public-health OOH lands when the physical action rehearses the message itself: kicking germs away is the behaviour being asked for, not a gimmick wrapped around it.

The material records the campaign at launch in September 2016 across the station projections, taxis and stickers. No follow-up performance data appears in the source.