Income insurance advertising doesn’t usually grab you like Leo Singapore’s work for Income Insurance. This work tells the same personal stories as many other insurance brands. But it’s how those stories are told that makes this campaign stand out.

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The two launch films feature Income Insurance policyholders – Arun Rosiah, a cancer survivor, athlete and senior model, and Megan Tang, a dancer and Special Olympics medallist with Down syndrome. Their films are the beginning of For Every Story as a long-term platform through which Income Insurance will share the real and diverse experiences of the people it protects. The platform will extend across film, out-of-home, digital and web, inviting audiences to discover Arun’s and Megan’s stories and the many others that will follow. For Every Story moves the conversation beyond insurance products to the lives, ambitions and relationships that protection supports, and the possibilities it helps keep open.

The work unveils Income Insurance’s new purpose, We make protection possible for every story, reaffirming its commitment to making protection accessible, inclusive and relevant for people from diverse backgrounds and at every stage of life, with solutions built around the real needs of people in Singapore.

At the heart of the platform is a new visual device featuring three orange dots. Inspired by an ellipsis, the dots represent stories still unfolding, those being rewritten and the chapters yet to come. Where a full stop can suggest an ending, the ellipsis points to what may come next. Across Income Insurance’s communications, the three dots will become a distinctive expression of the belief that one difficult moment need not define the rest of a person’s story. The campaign concept similarly positions the ellipsis as a sign that every story continues.

Dhiren Amin, chief customer officer, Income Insurance, stated, “Our new purpose, We make protection possible for every story, and our commitment to Inclusive Protection both clarifies why Income Insurance exists and how we seek to serve. They reflect our belief that protection should be accessible, affordable and built around the real needs of people in Singapore.

“For Every Story brings that commitment to life in a simple and human way. It recognises that every customer’s life is different, and that protection cannot prevent every unexpected turn, but it can provide greater confidence to face what comes next. Arun and Megan’s experiences are the first of many real stories we hope will encourage people to reflect on their own stories, and discover how Income Insurance can help protect what lies ahead.”

Asheen Naidu, group executive creative director, Leo Singapore, added, “Every story has moments that can feel final, but a full stop does not always have to be the end. By turning it into an ellipsis, we created a simple visual expression of Income Insurance’s role in helping people continue their stories. Arun and Megan bring that idea to life in a way that is real, personal and distinctly their own, while opening the platform to many more stories in the future.”

Credits
Client: Income Insurance

Creative Agency: Leo Singapore
Social Media Agency: Chemistry Malaysia
Media Agency: Dentsu Singapore
Production: Applebox Asia
Director: Scott Perry
Post-Production: The Quiet Lab, Prodigious Singapore & Thailand
Music & Sound: Fvse