Income Insurance ad features 'unproud parents' to push critical illness cover

Income Insurance has launched a new campaign in collaboration with advertising agency BBH Singapore focused on addressing the critical illness protection gap among parents in Singapore. This initiative arrives amidst increasing reports of cancer and stroke cases in younger demographics aged 30 to 39, along with studies pointing out a significant shortfall in critical illness coverage and a noticeable mortality gap, according to a statement by BBH.

To address this protection gap, Income Insurance launched "Complete life secure", a whole life insurance plan, designed to meet the needs of young parents by providing lifelong protection for death, terminal illness and total and permanent disability.

Don't miss: Income Insurance plays on the flexibility of cats to highlight new products

Complementing the product’s launch is the campaign which spotlights the critical illness protection gap in Singapore with the message, “If you don’t protect yourself, you can’t protect their childhood.” The campaign message from BBH Singapore and Income Insurance is designed to encourage parents to close this gap, and protect their children, by taking out comprehensive cover.

Titled "Unproud parents", the four-minute film features a moving voiceover from a mother, directed at her daughter, Sara, with the mother repeating how she’s “not proud”, a sentiment that is very much at odds with her memories of Sara stepping up in ways that would usually delight any parent.

Through flashbacks, we see that Sara has been getting her little brother ready for school in the morning, shopping for and preparing meals, while still managing to keep up with her schoolwork, all while other kids enjoy their normal childhood experiences.

The film then reveals why Sara has been shouldering so much responsibility, her mother’s cancer diagnosis and the absence of the necessary financial protection during her recovery. The audience understands that the mother’s voiceover was a misdirection, and in fact, the mother is actually ashamed of herself, as she watches her children endure the consequences of her financial unpreparedness.

Dhiren Amin, chief customer officer at 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," he added. 

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’s promotion rolled out on 4 February and includes a spread across digital platforms, social media, and select media outlets such as Starhub TV+ and Golden Village cinemas. It features a primary four-minute film and varied shorter clips designed for wider reach via YouTube and other media channels.

The tear-jerking campaign follows Income Insurance's humorous commercial, released in January this year, aimed at spreading the message about the importance of car insurance tailored to electric vehicles (EV). It also promotes the company's new eDrivo car insurance coverage. 

In collaboration with BBH Singapore, Income Insurance teamed up with two well-known Singaporean comedians, Eugene Soh and Fadzri Rashid, to share why eDrivo Car Insurance is designed for the unique needs of EVs in an entertaining way. 

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles:  
Income collaborates with BBH SG to launch film in new campaign 
Income takes unconventional route publishing campaign manifesto on ST and Lianhe Zaobao 
Income Insurance partners rock band The Calling for heartwarming insurance ad