FWD HK bridges the protection gap with new campaign

FWD Hong Kong has launched a groundbreaking campaign to introduce its latest medical insurance plan, “One&All,” designed to empower individuals who are typically underserved or excluded by traditional insurance offerings.

At the heart of this initiative is a powerful and inclusive mission: to cover the uncovered. With nearly 50% of Hongkongers currently without medical insurance and entry-level protection often overlooked, FWD identified a critical gap in the market. The “One&All” medical plan redefines accessibility by offering flexible, affordable coverage across public and private hospitals in Hong Kong, Mainland China, and Asia.

The campaign is anchored in the idea of “Inclusive protection for all”—a creative direction that communicates both the tangible benefits of the plan and FWD’s deeper brand purpose. These benefits include segmented hospital coverage, simplified underwriting and attachable riders for family protection, including parents. Together, these features reflect FWD’s commitment to creating real solutions for everyday needs, while reinforcing its role as a responsible, forward-thinking insurer.

Through a mix of targeted messaging, community outreach, and purpose-led storytelling, the campaign seeks to engage a wider audience and position One&All not just as another insurance product, but as a transformative solution aligned with FWD’s ESG values—promoting health equity and social responsibility.

By turning real consumer pain points into product strengths, FWD highlights how One&All directly addresses unmet needs in the market. The plan’s affordability and flexibility make it a practical choice for individuals and families, particularly those previously excluded from the healthcare safety net.

The campaign is executed through a 360-degree communications strategy across out-of-home, digital, social, and PR platforms. A key highlight is the innovative use of the MTR network as the primary advertising channel. In-train stickers creatively link MTR seating to the availability of medical coverage—reinforcing the message that everyone deserves a seat in healthcare protection, and FWD is committed to filling that gap.

FWD has also launched a free ferry ride day, offering the public a moment of care and connection. This not only built brand goodwill but also reinforced the campaign message—medical protection should be as accessible and routine as everyone's daily commute. 

The medical plan reflects strong ESG alignment by offering affordable coverage and allowing insurers to add riders and cover their parents without health underwriting. Designed for mass market, the plan simplifies access to healthcare and demonstrates FWD’s commitment to responsible product design, ethical governance and community wellbeing. 

To bring these ESG values into brand storytelling, FWD also launched the One&All Cinema activation, offering free movie screening sessions to show that medical protection should be accessible and part of everyday life. Two sessions were hosted—one for participants of the Strive and Rise Programme, and another for clients invited by Health & Protection Club tied agents. 

The choice of cinema activation also carries the spirit and vision of One&All — medical protection can be like a full house, where no one is left out. 

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

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