New NTUC Income campaign from BBH pitches insurance as a sign of ‘True Care’

A new campaign for NTUC Income by BBH Singapore called ‘True care is not always obvious’ sought to reframe insurance as a sign of genuine love and concern, not a cold transactional purchase.

In the film, a woman who returns to a messy house, decides a non-lowered toilet seat is the last straw.

She takes a photo of the offensive loo and is on the point of condemning her husband to the wrath and collective scorn of the internet – including several Singaporean bloggers and influencers – when she realises he was distracted by the task of buying insurance for the family.

The campaign was backed by recent research commissioned by Income, a leading Singapore insurer and conducted by Nielsen, surveying 329 married adults between age 25 and 49.

The research revealed that 90% of respondents perceived having life insurance as an act of care towards their families. It further revealed only 15% of respondents knew the full details of their spouse’s life insurance plans. And that two out of five people surveyed would not proactively share these details; 35% cited “privacy” as a concern and 34% picked “bad luck”.

NTUC Income chief marketing officer Marcus Chew said: Given that couples do not have the habit of sharing details about their life insurance plans with each other, we wanted to help them kick-start conversations on their coverage needs and to plug protection gaps more effectively.

“Being married myself, I’m aware that couples have the tendency to sweat over small things and overlook what truly matters. Having adequate life insurance protection is one such issue and we would like to lead couples in Singapore to be more cognisant of the fact that true care may not always be obvious.

“We want them to consider adequate financial cover in the event of death, disability and critical illness so as to close their protection gaps.”

BBH Singapore creative director Janson Choo said: “Our creative strategy revolves around using common couple dynamics to communicate how sometimes we can miss the woods for the trees and fail to notice signs of true care when they are not that obvious and visible.” 


Brand: Income Protection Plans

Chief marketing officer: Marcus Chew

Head of brand marketing: Chloe Fair

Agency: BBH Singapore

Chief creative officer: Joakim Borgstrom

Creative director: Janson Choo & Khairul Mondzi

Account director: Manavi Sharma

Head of planning: Thomas Wagner

Strategist: Amanda Lim

Producer: Kim Lim

Production company: Nakid Productions


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