A multi-screen approach was activated to connect across various socio-economic strata, with the aim to engage and educate not only caregivers and the elderly, but also the community at large.

To generate greater exposure pre-broadcast, we launched the film with an exclusive premiere for media and VIPs. Trailers ran on national TV, digital video networks, FaceBook and YouTube, as well as outdoor screens at high-traffic centres, community hubs, and even at neighbourhood eateries where locals congregate.

The one-hour movie and its ‘Making of’ were telecast nationwide on the top-reaching national TV channel to ensure maximum coverage. The content was also hosted on a Catch-Up TV platform for those who had missed the original telecast, or to allow repeat screening.

The life of the movie was further extended through DVD distribution, and parts of the film were repurposed into shorter online content pieces for further amplification.

Pre-launch trailers were viewed 70,000 times on YouTube, with over 5,000 likes recorded on HPB’s Facebook page.

At launch, Recipe achieved a rating of 16.7% against a 40+ viewership, and outperformed the nation’s most-watched Taiwanese drama, ‘Night Market’ (15.5%). This was an impressive feat for any local production, given that ‘Night Market’ has a fanatical following. In fact, Recipe had one of the highest viewerships of the year for its Sunday night timeslot on Channel 8.

Overwhelmingly positive feedback was posted on Facebook right after broadcast, which helped to spark organic online conversations about this very sensitive health topic.