Singapore insurer Income re-enacts heroic news events for ‘People. First’ campaign

Singapore’s Income, formerly NTUC Income until a rebrand, has launched a campaign that uses real incidences of selflessness that made the news to bring to life its brand message “people first”.

Income ad by BBH

The time two foreign construction workers saved a toddler who was hanging from a window ledge in April 2015, and an incident in August last year when a man was freed from under a truck by a group of passers-by, and a motorcyclist who cleared the way for an ambulance are featured in the ad.

The campaign aims to re-assert and continue the story of Income’s role as the ‘people’s insurer’ across all insurance categories, according to a statement from its agency BBH.
“It’s all based on that fact that Income is ‘made different’ in that it puts people first. As a social enterprise, Income can say ‘people before profit’ without blushing, and it has countless initiatives and added value services that prove this.”

The campaign, which is running on Income’s Facebook page and elsewhere, includes explanations of what the slogan ‘People. First’ means in the form of a series of pictures.

People. First Income

People. First Income

People. first Income ad

BBH is in contention for a number of awards for the client at the Hall of Fame Awards, and the agency claimed gold and silver for the brand at the recent Singapore Effies.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing