Cute kids explain insurance in Blue Mother's Day campaign

Hong Kong digital insurer Blue has launched a new video to celebrate Mother's Day.

The campaign for the company - that has positioned itself as the city's first offering digital insurance products - 'Love Mom, Love Your Child', aims to celebrate mothers who love and care for their families, and to promote a family insurance product. The campaign is focused around educational videos about insurance knowledge presented by a child ambassador.

In the first video released so far, the child ambassador interviews some other kids about their knowledge over insurance. However, the children reply in a comedic fashion that they think that insurance is the "protector of the earth", or that they're unsure if it is something that's edible. After these interviews, the ambassador tells the kids how insurance works, and the differences between major types of insurance products. A second video in the campaign series will be rolled out on 10 May.

In addition to the educational videos, Blue has bought out full-page front cover ads for today's issues of am730, Ming Pao, and the Hong Kong Economic Times. Blue has also lined up a series of influencers and online platforms such as Smart Parents and BabyKingdom to further promote the campaign.