Income encourages Singaporeans to embrace their inner child and ‘fear less’

NTUC’s Income insurance has tied together the idea of childhood fearlessness with a lesson in proper financial planning in a new series of films.

Created by BBH Singapore and directed by Singaporean filmmaker Royston Tan, the first film takes viewers on a nostalgic trip down memory lane to the soundtrack of  ‘Forever Young’ by Alphaville.

The campaign hinges of the idea that while an insurer cannot make everyone fearless like children again, “proper financial planning for protection and savings can help people to live with less fear”, the brand said in a statement. 

Tan said: “I think the genesis of these films, and the idea of fearlessness and children stemmed from my own childhood living in a kampung. I remember my early days playing in the water catchment drains and swimming in a nearby lake; these are things that I would not dare do today. I wanted to capture children with that same energy, for audiences to reflect upon how much they have changed.”

NTUC Income has not shied away from hard-hitting campaigns over recent months. Its attempt to target “a new generation of women” by shedding the stereotypical image and roles they have historically been expected to play became a viral hit for the brand on social media.

Last year, the insurer also launched the campaign ‘People. First’, which used real incidences of selflessness that made the news to bring to life its brand message. 


Executive Creative Director: Joakim Borgström 

Creative Directors: Janson Choo & Khairul Mondzi

Copywriter: Stephanie Gwee

Art Directors:  Kooichi Chee and Marcus Yuen

Planning Director: Thomas Wagner 

Account Planner: Amanda Lim 

Business Director: Bibiana Lee

Account Director: Manavi Sharma 

Agency Producers: Vinda Karunan 


Production House: Chuan Pictures 

Directors: Royston Tan

Producer: Karen Khoo 


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