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32% of Singaporeans prefer their phones to their partners, finds Prudential study of relationships

Prudential has released the latest instalment of a campaign that tries to get under the skin of human relationships.

Prudential study of relationships

The initiative is based on a study that reveals relationships under strain in Singapore, with 32% of Singaporeans preferring their smartphones to their partners, and 23% of adults being single – the highest proportion in Asia.

“Relationships are precious, protect them,” a video on the study reveals.

The study emerges eight months after Prudential launched a brand campaign around the idea of reconnecting with loved ones by attempting to stare them in the eyes.

The campaign came six months after Prudential hired a new CMO, Angela Hunter, who came in to replace 12-year veteran David Ng.

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