The much-feared U word that puts Singaporean men into a category that loses all sense of pride and dignity.

Health Promotion Board calls on all Singaporean men to join the quest and banish the label. To help them go from uncle to ‘hunkle’, we created specially-designed T-shirts that reflected the effort they put into working out. With the help of fellow ‘uncle’ influencers, we got men (and some women) to shape up with diet and workout tips, to restore that all-important self-pride.