POSB reshapes perceptions about cancer and financial planning with social experiment

POSB Bank has launched its latest campaign titled "Does Age Matter?"

The campaign, created in collaboration with Tribal Worldwide Singapore, addresses the growing incidence of cancer among young Singaporeans, an issue highlighted by recent statistics from the Ministry of Health. The data indicates an increase in cancer rates for individuals under 35, a concern that is often underestimated.

The campaign seeks to tackle the financial and social impacts linked to inadequate health coverage for cancer treatment. A 2024 study by DBS, the National University Cancer Institute, and Research for Impact Singapore revealed that only 29% of respondents felt confident that their current health or critical illness insurance would comprehensively cover cancer treatment costs.

"Does Age Matter?" aims to reshape perceptions about financial planning and critical illness protection, particularly targeting younger demographics. A significant element of the campaign is a social experiment aimed at dispelling the misconception that cancer is primarily an older adult’s disease.

Don't miss: POSB uses gen AI to age-morph everyday Singaporeans

The video starts with a man named Audi and several other participants of varying age and genders. Audi is then asked questions, and he has to guess which participant fits the answer.

After Audi makes his guess, the participants will then have to step forward to reveal if the question applies to them. The questions start easy such as "who has saved up for a wedding?" and "who has invested for their child's education?"

It was mainly fun and lighthearted until the question asked was "Who has their plans disrupted by cancer?"

The participants exchange looks of worry and concern as Audi refuses to make his guess. Finally, 29-year-old Kwa Lay Teng steps forward to reveal that she's a breast cancer survivor. 

In addition to the social experiment campaign video are two personal narrative videos. The videos features the lives of two young Singaporeans who have been affected by cancer, showcasing the critical need for financial protection against unexpected health challenges.

Fronting the two videos are Kwa and a woman named Corrine, who was a primary caregiver during her university years. These accounts highlight the vital role of appropriate illness insurance in supporting both patients and their caregivers.

"Attaining financial well-being contributes significantly to one’s overall health and happiness, as it provides a crucial buffer against unexpected life challenges, like cancer," said Bee Bee Lim, head of marketing at DBS and POSB.

“As a bank that is committed to helping all our customers achieve financial and retirement security, we not only provide accessible and relevant solutions that empower individuals to navigate their financial journeys with confidence. We want to also raise awareness among our younger customers in a way that is delicate yet powerful, so that they can take action to protect themselves and their loved ones," added Lim. 

“We’re diving headfirst into uncomfortable realities to set the campaign apart. It’s a bold move in an industry often wary of discomfort, and it’s exactly the kind of risk that creates real conversations—and lasting change," said Tribal account and creative leads Dahlia Yeo, Chris Lim, and Nikhil Kumar.

Launched earlier in October, "Does Age Matter?" is available on social media, and placements in out-of-home and polyclinic locations throughout Singapore. The campaign forms part of POSB Bank’s ‘4 Money Habits’ framework, which encourages prudent financial planning through effective money management strategies.

Meanwhile, earlier this month POSB launched a new gen AI created campaign to highlight the importance of financial wellness, emphasising that everyone can achieve their financial goals through saving, growing, protecting, and planning for retirement.

As part of POSB's ongoing "Treat yourself right" campaign, the friendly neighbourhood bank uses AI to age-morph real images of Singaporeans. The campaign aims to depict Singaporeans “morphing” from all walks of life, showing how they age and the progression of their financial needs over time.

Gen AI was used in the campaign to create realistic visuals by blending live-shot images with digital reconstructions. This enabled the age-morphing effect and allowed the creative team to feature a diverse range of profiles, reflecting Singapore’s diversity.

Related articles:   
Interview: Karen Ngui on what sparked the idea of trust behind DBS' regional campaign  
DBS hijacks own tagline with Max Maeder win in front page newspaper ad  
Piyush Gupta retires from DBS: How CEOs shape a brand's public perception