Prudential Assurance Malaysia launches protection solution for unborn babies

Insurance firm, Prudential Assurance Malaysia (PAMB), has launched an enhanced protection solution for pregnancy insurance, titled PRUMy Child Plus. The new scheme provides coverage for both mother and baby starting from as early as 13 weeks of pregnancy and grows with the child until 100 years of age.

PRUMy Child Plus also covers yearly treatments for developmental disorders up to age seven and is not a once-off support paid upon diagnosis, according to Eric Wong, chief marketing and partnerships distribution officer of PAMB. With the plan, children can receive continuous support and therapy during their early childhood to ensure their wellbeing and quality of life.

"The best gift you can give your child is to safeguard their life from before birth right up to old age. This is why we have designed PRUMy Child Plus, a comprehensive prenatal plan that provides mother and baby with the gift of protection from day one and beyond," said PAMB’s chief officer, product and actuarial services, Ankur Bassi.

To introduce PRUMy Child Plus, Prudential launched a campaign titled "This is What Love Looks Like," in an attempt to achieve synonymity where "pregnancy" equates to "PRUMy Child Plus". The campaign aims at attemptting to describe what is beyond words - a mother’s love for a child in the womb.

For this campaign, Prudential talked to mothers and mothers-to-be. The insurance firm wanted to know everything it could about a mother's entire journey. One thing the firm found was that there are mothers of every kind. All mums are different in their unique ways, and all their stories have different elements of joy, sacrifice, confusion, excitement and more. But the one constant the firm found was that all their journeys lead to love. 

The campaign is being executed on several platforms, namely, Addressable TV with Astro, digital (social media, Google discovery, Xaxis banners), OOH in Peninsular, Sabah and Sarawak and dynamic creative optimisations using DOOH. The campaign officially launched to the public on 7 February and will end in April.

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Naga DDB Tribal's chief creative officer, Alvin Teoh, said, “I think some of the most amazing stories are already out there. All we need to do is pay attention to them, give it its due respect, colour it a little and serve it back to the audience. This is for the lovely mums who shared their stories with us over dinner and for all mums who loved us even before we came out into the world. Thanks for the sacrifices and the love. It’ll never be enough, but we hope we’ve done justice to your stories.”

Creative agency, NAGA DDB Tribal, and media agency, Mindshare Malaysia, were behind the campaign.

MARKETING-INTERACTIVE has reached out to Prudential for more information. 

Recently, Prudential also introduced PRUFirst, a protection plan for the dynamic lifestyles of Gen Zs. Prudential is rooting for the bold and independent Gen Zs as they embrace life and its possibilities. With many preferring the flexibility of the gig economy or make a living off their passion, it is important that they are protected early on as making it on their own is not without its challenges. 

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