Singapore: Income Insurance Limited, in collaboration with BBH Singapore, has launched a powerful new campaign highlighting the importance of critical illness coverage for parents. The campaign delivers a hard-hitting message: “If you don’t protect yourself, you can’t protect their childhood.”
Despite rising cancer and stroke rates among younger Singaporeans aged 30 to 39, many individuals remain underinsured, with a 74% critical illness protection gap and a 21% mortality gap. Critical illness coverage is often treated as a “good to have” rather than a necessity, leaving many families financially vulnerable.
To bridge this gap, Income Insurance has introduced Complete Life Secure, a whole life insurance plan offering lifelong protection for death, terminal illness, and total and permanent disability. Parents can further enhance their coverage with the Early Critical Secure rider, which provides protection for up to 159 critical illness conditions across early, intermediate, and advanced stages. Additionally, extra protection is available for major cancer, heart attack of specified severity, and stroke with permanent neurological deficit, even after an early-stage claim.
At the heart of the campaign is the emotionally gripping short film, “Unproud Parents”, which tells the story of Sara, a young girl forced to take on responsibilities beyond her years due to her mother’s cancer diagnosis and financial unpreparedness.
The film opens with a moving voiceover from Sara’s mother, repeatedly stating that she is “not proud” of her daughter—an unsettling statement that contrasts with visuals of Sara stepping up to care for her younger brother, prepare meals, and manage schoolwork while other children enjoy carefree childhoods.
The twist is revealed: the mother isn’t disappointed in Sara but in herself—for not securing the necessary financial protection to shield her children from such burdens. The powerful message resonates deeply: “If you don’t protect yourself, you can’t protect their childhood.”
Dhiren Amin, Chief Customer Officer, Income Insurance, emphasized the brand’s commitment to family protection, “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 well-being should life throw them a curveball.”
Janson Choo, Executive Creative Director at BBH Singapore, added:”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.”
Launched on February 4, the campaign runs across digital platforms, social media, StarHub TV+, and Golden Village cinemas. In addition to the four-minute hero film, the campaign features 30- and 15-second cutdowns, along with 6-second YouTube bumper ads to extend its reach and impact.
CREDITS
Client: Income Insurance
Agency: BBH Singapore
Production Company: Seven Sundays Film
