Income breaks stereotypes of women and their upbringing

Local insurer Income has launched a new campaign to introduce its revised products, services and protection for its women’s product – Lady 360. The video was launched just ahead of Mother’s Day and looks to speak to a new generation of women.

Together with BBH Singapore, the brand launched an integrated campaign of film, print and online assets to reflect Income’s appreciation of the changing needs of women, and consequently, women’s evolving expectations of insurance.

The campaign runs in both online and in cinema and reveals the perspective of a young woman growing up, who faces a stereotypical upbringing, but changes the status quo when she becomes a mother herself. It also features a soundtrack is performed by renowned Singaporean singer and songwriter, Tanya Chua.

Since its launch last Wednesday on Facebook, the video has garnered 509,756 views, over 6,900 reactions, 3,529 shares and 123 comments at the time of writing. Also fronting the print campaign are three real women whose personal journeys have included facing major challenges that have inspired Income’s new product offerings, whose profiles can be found on Income’s website.

According to Marcus Chew, chief marketing officer, Income, the company aims to create conversations around the evolving roles of women and their aspirations as a wife, mother, daughter and friend. The campaign looks to epitomises how today’s women no longer subscribe to stereotypes and are empowered to chart their own path.

“Since times have changed for women in Singapore, it is important that insurers like Income, is cognisant of women’s evolving needs and provides insurance products and services that sync with the times,” Chew added.

“Sometimes in advertising you get an opportunity to create a nice film and print work or say something meaningful or highlight an issue that you hope will get society reflecting on how we can all be better people. This film was an opportunity to do all three at once,” Janson Choo, creative director, BBH Singapore, said.