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Campaign Spotlight: Making Future Plans Can Help Us Emerge Stronger from the Current Times, Says NTUC Income and BBH SG

SINGAPORE – The current pandemic might have transformed our lives in ways we had not imagined but we should not allow our present to dictate our future. Things will get better and we will be able to live our lives again.

This is the message that NTUC Income’s (Income) new film “Emerge Stronger” wants to convey to Singaporeans to inspire them to be more optimistic about their future and encourage them to think and plan for better days ahead. 


Income is the leading composite insurer in Singapore offering life, health and general insurance.

Developed by BBH Singapore, the film drew insights from an online survey commissioned by Income to find out what Singaporeans would like to do after the circuit breaker ends. The survey found that the most popular activities apart from eating out and meeting family and friends were playing sports, dating and going back to work. Bubble tea was as popular as visiting a hair salon, going to the beach and going to the spa. 

The 110-sec film features visuals of empty spaces and streets with soundbites of everyday Singaporeans talking about their plans once the circuit breaker has been called off. The soundbites recorded from calls of real-life people echo the plans shared by the respondents during the online survey. These include one from a kindergarten teacher who is looking forward to welcoming her toddlers back to school, a grandmother who is yearning to hug her grandchildren and a mother-to-be who can’t wait to shop before her baby’s birth.  

Marcus Chew, Chief Marketing Officer of Income, said: “As we stay home for Singapore, it is also important that we keep our spirits up. As such, we want to convey a message of positivity and hope, that we should stand together and emerge stronger by keeping our focus on the better days ahead and to make plans for them, despite the current challenging times. You can only be in a better place if you were future ready.”

Janson Choo, Group Creative Director, at BBH Singapore, said: “Times like these make us long for the day where we can meet the people we love and do the things we love doing freely. And it is this feeling that helps us look forward to the future. We believe Income as a brand could offer some optimism and encourage Singaporeans to think about what they plan to do when all this is over. Start making future plans now, because that day will come soon enough.” 

The campaign has launched on Income’s social and digital channels on 2nd May.



Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Group Creative Directors: Janson Choo & Khairul Mondzi
Account Director: Manavi Sharma
Account Manager: Shu Li Tan
Head of Planning: Rebecca Ash
Strategist: Amanda Lim
Agency Producer: Kim Lim
Production Company: Freeflow Productions
Director: Roslee Yusof

Client credits:

Chief Marketing Officer: Marcus Chew
Head, Brand Marketing: Chloe Fair
Senior Executive, Brand Marketing: Charis Leong

Partner with adobo Magazine

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