Beat the block launches to reshape cholesterol management in Singapore
Singapore is seeing a new push to rethink cholesterol management. The Singapore Heart Foundation (SHF) and Novartis Singapore have rolled out the Beat the block campaign, a science-based education initiative designed to help people understand their heart health, monitor cholesterol levels, and take targeted action to reduce cardiovascular risk.
What Beat the block offers
At the heart of the campaign is a cardiovascular risk calculator built around the SG-FRS-2023 (Singapore-modified Framingham Risk Score). This tool helps users estimate their 10-year risk of developing coronary artery disease and, crucially, provides a personalised LDL-C target tailored to their profile. By translating risk into concrete goals, Beat the block aims to turn knowledge into action, guiding individuals toward evidence-based steps to manage what the campaign calls the “bad” cholesterol.
Why LDL-C management matters
Novartis and SHF describe LDL-C management as essential for preventing heart attacks and strokes. The campaign frames cholesterol control not as a distant medical issue, but as a practical, everyday part of protecting one’s health and longevity. A key message is that effective management combines lifestyle changes with appropriate medications when needed, enabling people to maintain heart health even as they age.
Survey findings illuminate public misconceptions
The Beat the block launch follows a joint IQVIA survey of 1,000 Singapore residents, including adults with and without diagnosed hypercholesterolemia. Despite a decline in high blood cholesterol prevalence (from 39.1% in 2020 to 31.9% in 2022), cardiovascular disease remains the leading cause of death in Singapore. About one in three deaths is linked to heart disease.
Key misconceptions surfaced in the survey: only 36% of respondents strongly agreed that high cholesterol warrants urgent attention. A large share overestimated the effectiveness of lifestyle changes alone—93% believed diet and exercise are as effective as prescription medication. Worries about medications were also prominent: 72% feared statins could harm the liver and kidneys, and 60% worried about long-term cancer risks. Among those diagnosed with high cholesterol, roughly 30% do not take medication, and 37% on treatment report non-adherence, often from feeling well or juggling multiple conditions.
Alarmingly, fewer than one-third of respondents knew their total cholesterol levels or the recommended range, underscoring the need for proactive management and timely intervention.
Leadership perspectives: messages from SHF and Novartis
As SHF marks its 55th anniversary in 2025, Geoffrey Ong, SHF CEO, emphasised the campaign’s mission. “Heart health is not merely a medical concern; it is fundamental to the strength and vitality of individuals, families, and communities,” he said. He added that the campaign’s focus on cholesterol management helps prevent cardiovascular disease and reduce preventable disability and premature death, countering misconceptions that lead to inaction.
Novartis Singapore’s country president, Poh Hwee Tee, framed Beat the block as addressing a common belief 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,” she said, noting that effective management includes both lifestyle adaptations and adherence to prescribed medications.
Context and future momentum
Beat the block sits within a broader regional trend of healthcare brands supporting chronic-condition management through patient empowerment campaigns. The campaign’s emphasis on a practical risk calculator and personalised targets aligns with a growing push toward shared decision-making and clearer patient education. In related developments, regional campaigns—such as Johnson & Johnson’s Dual Control initiative for inflammatory bowel disease in Asia Pacific—highlight how brands are supporting patients’ long-term goals beyond immediate treatments.
What to expect next
Shaped by the SG-FRS-2023 framework, Beat the block is expected to roll out online resources, community events, and educational materials to help Singaporeans monitor LDL-C, interpret risk, and discuss treatment options with healthcare professionals. The campaign’s ultimate aim is to translate awareness into action—lower LDL-C levels, fewer heart attacks and strokes, and a healthier, longer life for Singaporeans.
