NTUC Income campaign likens insurance to bowl of rice

The 'Essentials' print and outdoor campaign, which will run until the end of the month, is targeted at the under-insured in Singapore.

The campaign aims to position insurance is an affordable and accessible option for the general public in Singapore by making direct comparisons with the cost of everyday essential items.

Steve Elrick, regional ECD for BBH Asia Pacific, said the aim was to put affordability in a different context that was "surprising, engaging and very easy to understand”.

He said, “This was a very important message that NTUC Income needed to get out there—since it’s part of their mission to ensure no Singaporean should be left unprotected and uninsured.”

Lynette Ang, senior vice-president and head of strategic marketing and communications at NTUC Income, said the campaign builds on its promise to maximise value for customers.

She said, “Our products are designed to make insurance affordable and accessible, reflected in the comparisons to basic day-to-day essentials. I’m delighted that the campaign is resonating well with customers.”