SINGAPORE – The Central Provident Fund (CPF) Board and MoneySense, in collaboration with McCann Worldgroup Singapore, have launched the latest iteration of their national campaign to empower Singaporeans in financial and retirement planning.
Now in its sixth year, the campaign is titled “Make Every Day Matter. Plan Your Life Story” and reframes retirement planning as a personal and purposeful journey. At its core is a refreshed digital experience, “The City of Life Stories”, which offers Singaporeans an interactive online quiz to discover tailored financial tools and resources. Users are also guided toward CPF’s enhanced digital planners, designed to support key life stages from saving and purchasing a first home, to managing healthcare insurance and preparing for retirement.
Alfred Wee, Executive Creative Director of McCann Worldgroup Singapore, said “In collaboration with CPF, our goal was to reframe finance as something personal and human. We wanted Singaporeans to see their decisions not as obligations, but as turning points in their life story and to step into that story as their life’s author, shaping what comes next.”
The campaign has rolled out across digital platforms, social media, and out-of-home.
This long-running collaboration has already demonstrated measurable impact. Past campaigns and CPF initiatives have contributed to a growing culture of financial readiness, with CPF members making over $4.8 billion in voluntary retirement savings top-ups in 2024 – a 14% increase from the year before.
The “Plan Your Life Story” campaign underscores the CPF Board and MoneySense’s commitment to shifting mindsets and behaviours around retirement readiness while continuing to drive engagement with financial wellness tools.
The campaign films can be viewed at cpf.gov.sg/planyourlifestory.
CREDITS
Senior Account Director: Lynette Lee
Account Manager: Hazirah Mustafa
Senior Strategist: Jody Ong
Senior Experience Strategist: Priya Morti
Executive Creative Director: Alfred Wee
Senior Art Director: Adrian Loo
Senior Copywriter: Preet Kaur
FL FA Artist: Ivy Yap
FL FA Artist: Water Wong
FL Senior Art Director: Jay Liu
Junior Art Director: Gloria Ku
Head of Digital: Kongsak Pongsuradate
Creative Service Manager: Naniya Prompinit
Project Manager: Bryan Tan
Creative Director: Max Chen
Senior Art Director: Jierick Ng
FL Art Director: Xin Yi Lim
FL Copywriter: Lynx Ng
Social Director: Liza Lorenzo
Social Media Manager: Jae Chia
Social Media Executive: Audrey Kung
Junior Social Strategist: Hafiz Zulfikaar
Social Media Executive: Tina Michael
Head of Production: Alfredo Seow
Senior Editor: Haily Rahmad
Content Editor: Raj Thulasi Das
FL Video Editor: Jared Tay
Senior Copywriter: Parth Gadhia
Creative Services Manager: Jerry Loh
