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Great Eastern launches campaign for single parents on Singles’ Day

Great Eastern has launched a campaign #StrongestSingles to kick-start honest and meaningful conversations about single parenthood on Singles’ Day. It runs in conjunction with a promotion where Great Eastern will co-fund 50% of first year premiums for the first 111 single parents who signed up for the GREAT Family Care plan until the end of the year.

The campaign film has garnered 1,700 views and 60 shares on Facebook in under two days. It shared how single parents, who take on double the responsibility and stress, have double the strength, love and pride. The #StrongestSingles campaign was conceptualised and produced in collaboration with creative agency BLKJ. Marketing has reached out to the agency for more information.

#StrongestSingles

Parenthood is tough. Single parenthood? Even tougher. It’s why we’re celebrating the #StrongestSingles this Singles' Day. To the moms and dads who've found double the strength to raise their children, we’re offering our support by extending our multi-generational critical illness term plan, GREAT Family Care, at half the price.It’s our way of saying, "Keep fighting the good fight". Find out more at https://gelife.co/StrongestSinglesTerms and Conditions apply. Protected up to specified limits by SDIC.

Posted by Great Eastern Singapore on Sunday, 10 November 2019

Colin Chan, MD of group marketing at Great Eastern said the promotion aims to ease single parents’ financial burden and support them in taking the first step to protecting their whole family. Great Eastern launched the GREAT Family Care plan recently earlier in May. The multi-generational critical illness plan, covering three generations in a single policy, seeks to address the financial needs of the sandwich generation.

“For them, insurance may seem like a luxury and not a necessity. Not because they do not think it is important, but because they have many other financial commitments which they have to manage on their own,” Chan explained.

BLKJ CEO and founder Rowena Bhagchandani said: “The thing about us Singaporeans is that we don’t talk enough about topics that are traditionally considered taboo. But if we don’t talk about single parents as a society, we won’t truly understand what they go through and why they deserve our empathy and respect.”

Read more:
Great Eastern hands media duties to Digitas Singapore
Great Eastern ups the ante for women with nationwide IPPT
Great Eastern brings onboard Dominic Lee as VP of brand and sponsorship
Great Eastern runs ads to encourage women to #PlanForTheLongRun
Great Eastern bolsters CX with new digital platform to ‘enhance agency efficiency’
Great Eastern picks BLKJ for creative and social duties

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