SINGAPORE – Income Insurance, in collaboration with BBH Singapore, is pulling heartstrings and sparking conversation with a compelling new campaign that underscores the importance of critical illness coverage for parents. In a society where young Singaporeans face increasing health risks, the campaign delivers an urgent message: if you don’t protect yourself, you can’t protect your child’s childhood.
With cancer and stroke rates on the rise among those aged 30 to 39, Singaporeans are grappling with a staggering 74% critical illness protection gap and a 21% mortality gap. Yet, critical illness coverage is still widely regarded as a luxury rather than a necessity. Income Insurance is tackling this head-on with the launch of Complete Life Secure, a whole life insurance plan designed with young parents in mind. The plan provides lifelong protection against death, terminal illness, and total and permanent disability, with the option to add on the Early Critical Secure rider for extensive coverage across 159 medical conditions at various stages. For major illnesses like cancer, heart attacks, and strokes, additional benefits ensure continued financial security, even after an initial claim.
The powerful campaign at the heart of this launch doesn’t just talk numbers—it tells a raw and emotional story through the film Unproud Parents. The narrative follows a mother reflecting on her daughter, Sara, not with pride, but with a heavy heart. As the film unfolds, viewers see Sara stepping into the role of caregiver for her younger brother as she prepares meals, ensures he gets to school all while juggling her own responsibilities. The contrast between her reality and the carefree childhood of other kids is stark.
Then, the devastating truth is revealed: Sara’s mother has been diagnosed with cancer and, without sufficient financial protection, the burden of responsibility has shifted to her children. The voiceover, initially appearing as disappointment in Sara, is in fact a painful self-reckoning – the mother is ashamed that her financial unpreparedness has forced her children into adulthood too soon. The closing message drives the point home: “If you don’t protect yourself, you can’t protect their childhood.”
Dhiren Amin, Chief Customer Officer, Income Insurance, said: “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, said: “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 was launched on February 4, and 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.
CREDITS
Client: Income Insurance
Agency: BBH Singapore
Production Company: Seven Sundays Film
