Campaign design for NTUC Health's "Let's Go Gai Gai" programme, helping seniors across 27 Active Ageing Centres stay connected, active and engaged.
NTUC Health’s Active Ageing Centres exist to keep seniors Connected, Active, Sharp, Happy, Enriched and Well, the CASHEW framework that shapes everything the centres do. For the “Let’s Go Gai Gai” programme, CTS.AD was brought in to design a campaign identity and passport system that would turn local excursions into something seniors would genuinely look forward to collecting and completing. The campaign needed a visual that felt playful without being childish, since the audience is seniors exploring Singapore, not children on a school trip. CTS.AD built the identity around a travelling explorer character, complete with map, backpack and a companion senior character, set against a bright, storybook-style illustration world. The tone signals adventure and curiosity rather than a programme schedule, to entice seniors to sign up. Designing a Journey That Gets Seniors Out, Exploring and Connected At the centre of the campaign is a physical passport, designed to mirror the format of a real travel document. Seniors complete their passport over 90 days by visiting NTUC Health Active Ageing Centres across Singapore and collecting a stamp at each one, turning a series of centre visits into a single, trackable journey with a clear sense of progress. The inner spread maps out all 27 centres by region, North, South, East, Central and West, so seniors can plan their visits the way a traveller plans an itinerary. A QR code links to full centre details and locations, giving the printed passport a practical digital companion. Custom Stamp Illustrations for Every Neighbourhood Rather than a generic stamp design reused across every location, each Active Ageing Centre has its own custom illustrated stamp, referencing something specific to that neighbourhood. Telok Blangah’s stamp features a beach scene, Bukit Merah Silat shows the community posing in front of a familiar local landmark, Whampoa references its fountain roundabout, and Mount Fabe
Original source: https://www.ctsadv.com/work/ntuc-health-cashew-marketing-campaign.html
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