Income: The best gift for your child is a retirement plan for yourself

Singapore's local insurer, Income, tackled the ingrained values of Singaporeans to prompt a national (and global) conversation about retirement planning.

Campaign details

Brand: IncomeBrand owner: NTUC IncomeLead agency: BBH Asia PacificCountry: SingaporeIndustries: InsuranceMedia channels: Cinema, Content marketing, Online display, Online video, Outdoor, out-of-home, Social mediaBudget: 500k - 1 million

Executive summary

In Singapore, it is a widespread practice for people to rely on their children's support during retirement. It is all part of the great circle of filial piety where children 'pay back' their parents. But should your child be your retirement plan?

That is the elephant in the room that Singapore's local insurer, Income, addressed in...

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