People flock around adults who have recovered from cancer, congratulating their achievement. In BBH Singapore’s campaign forIncome Insurance Limited’s Complete Life Secure, what comes out from obscurity is the achievements of the family members, especially children, who stepped up and made sacrifices for that recovery. Complete Life Secure is a whole life insurance plan, designed to meet the needs of young parents by providing lifelong protection for death, terminal illness and total and permanent disability, with options to scale up the cover for many critical illnesses as well as extra protection for long term illness.
Despite the rising cancer and stroke incidence rates among younger Singaporeans aged 30 to 39 many Singaporeans are living with a 74% critical illness protection gap and a 21% mortality gap, treating critical illness cover as a good-to-have rather than a necessity.
The campaign, Unproud Parents, focuses on children with an ill parent. It’s a guilt trip, no question, and unashamedly so, with its tagline, If you don’t protect yourself, you can’t protect their childhood.
Dhiren Amin, chief customer officer, Income Insurance, stated, “At Income Insurance, we believe it’s essential to share stories that resonate with the real challenges families face. This story sets out to appeal to and connect with parents of young children, bringing to the fore that one of the best ways to protect the childhoods of their children is to sufficiently protect themselves against life’s unforeseen circumstances. As an insurer, we seek to go beyond offering protection, but also to empower individuals to take the necessary steps to safeguard their loved ones and ensure their financial wellbeing should life throws them a curve ball.”
Janson Choo, executive creative director at BBH Singapore, added, “The devastating effects of critical illnesses on a patient’s child are often overlooked and understated. Without adequate protection, a child may be forced to make life-changing decisions that no one their age should have to face. With Sara’s story, we hope to spark an important conversation and encourage Singaporeans to rethink the role of critical illness insurance.”
The campaign is running on digital platforms, social media, Starhub TV+, and Golden Village cinemas. Along with the four-minute hero film, there are 30- and 15-second cutdowns, and 6-second YouTube bumper ads. The films were produced by Seven Sundays Film.
