Sideways Growth Charts // SWA

In Singapore, childhood obesity is on the rise, yet many parents remain more concerned with their children’s height than their growing waistlines. We needed a way to reframe the issue in a way they couldn’t ignore.

So we took a familiar tool—the vertical growth chart—and flipped it horizontally to show kids “growing sideways.” Installed in schools and clinics, the charts highlighted the urgency of childhood obesity and promoted SWA’s active lifestyle programs. The campaign doubled web traffic in just two weeks and boosted event participation by 25%.