Campaign aims and tools
The Singapore Heart Foundation (SHF) and Novartis Singapore have launched Beat the block, a campaign to educate the public about cholesterol and heart health. The program provides science-based information and practical tools, including a cardiovascular risk calculator based on the SG-FRS-2023 to help people monitor their LDL-C levels and tailor LDL-C targets to their profile.
Novartis described LDL-C management as vital for preventing heart attacks and strokes, and framed Beat the block as a way to give people personalised insights and practical steps to protect their heart health.
Why cholesterol management matters in Singapore
While the prevalence of high blood cholesterol among Singaporeans fell from 39.1% in 2020 to 31.9% in 2022, cardiovascular disease remains the leading cause of death, accounting for roughly one in three fatalities. Managing LDL-C is key to lowering this risk, and Beat the block aims to translate science into actionable steps for everyday life.
Survey reveals misconceptions and gaps
A joint IQVIA survey commissioned by Novartis and SHF surveyed 1,000 Singaporeans and permanent residents. Findings show some critical gaps: only 36% strongly agree that high cholesterol requires urgent attention; 93% believe lifestyle changes are as effective as prescription medication; 72% fear statins could harm the liver and kidneys; and 60% worry about long-term cancer risks. Among those diagnosed with high cholesterol, roughly three in 10 do not take medication due to safety concerns or side effects. For patients on medication, 37% report non-compliance, often because they feel fine or believe their cholesterol is under control. Alarmingly, fewer than one-third knew their total cholesterol levels or the recommended range, underscoring the need for proactive management and timely intervention.
Leadership voices and goals
As SHF marks its 55th anniversary in 2025, SHF CEO Geoffrey Ong notes, "This campaign serves as a timely reminder of our mission to build resilient hearts for a healthier Singapore. Heart health is not merely a medical concern; it is fundamental to the strength and vitality of families and communities. By spotlighting the importance of blood cholesterol management, we reinforce the prevention of cardiovascular disease and help reduce preventable disability and premature death. Misconceptions that downplay its significance can lead to inaction and serious health consequences."
Poh Hwee Tee, country president of Novartis Singapore and Asian emerging markets, adds, "Beat the block addresses the misconception that health maintenance is only necessary for diseases with obvious or immediate effects. By spotlighting facts and serving periodic reminders, we encourage individuals to recognise the importance of proactive blood cholesterol management, even when the consequences are not immediately visible."
What Beat the block offers the public
Beyond information, the campaign provides a practical toolkit to help people manage LDL-C, including access to a risk calculator and guidance on how lifestyle changes and prescribed medications can work together to reduce cardiovascular risk. The initiative also aims to counter myths about statin safety and long-term effects, reinforcing that adherence to treatment decisions with healthcare professionals is crucial for long-term heart health.
A regional trend: patient empowerment campaigns
The Beat the block campaign sits within a broader regional trend of healthcare brands empowering patients with chronic conditions. For example, Johnson & Johnson recently rolled out its Dual Control campaign in Asia Pacific for inflammatory bowel disease, featuring a patient empowerment video that highlights shared decision-making between patients and clinicians to improve outcomes. This wave of campaigns reflects a growing emphasis on proactive, personalized health management in everyday life.
