HONG KONG – Prudential Hong Kong has unveiled its 2025 Health Campaign, fronted by acclaimed singer-songwriter Terence Lam, to spotlight the urgency and emotional intensity often felt during times of illness. At the heart of the initiative is the introduction of the Prudential Encash Hospital Cash Savings Insurance — Hong Kong’s first whole life hospital cash plan with growth potential, designed to deliver immediate financial relief during health crises while building long term savings for a secure future.
The campaign’s centre piece is a 60 second thematic film portraying Lam as a patient navigating the uncertainty of illness, alongside a cast that includes Golden Horse Award winning actor Ben Yuen Fu Wah. The narrative captures a spectrum of emotions: fear, impatience, and hope – underscoring Prudential’s commitment to providing timely, compassionate care. With its warm and reassuring tone, the film reflects the strength of having trusted support in life’s most vulnerable moments.
Extending beyond the digital sphere, the campaign integrates a multi-channel amplification strategy. Partnering with TVB, Prudential has launched a mini-program featuring medical experts and insurance specialists offering insights and advice. This is supported by extensive out-of-home placements across high traffic locations such as Kai Tak, Kowloon Bay, and Causeway Bay MTR stations, as well as bus shelter and bus body advertising, ensuring the campaign’s message reaches a broad urban audience.
The collaboration with Terence Lam also follows his involvement in Prudential’s Furkids campaign earlier this year, reinforcing the company’s dedication to delivering holistic protection for all members of a modern household, including pets.
Ivan Choi, Chief Customer and Marketing Officer at Prudential Hong Kong Limited, emphasized the brand’s customer-centric approach. “At Prudential, we understand that a health crisis affects more than the body. It touches every part of a person’s life. Our campaign reflects our commitment to listening deeply to our customers, understanding their fears, and providing help when they need it most – not only through immediate support but also across an extensive network of cross-border locations. With our market-first hospital cash savings plan and comprehensive health solutions with value added services, we are empowering individuals and families with the financial security and practical support they need to face life’s uncertainties with confidence.”
