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Income highlights how you might not realise your partner cares

NTUC Income has launched a video campaign to spotlight on less obvious types of care and promote its life insurance offering. In a video by BBH Singapore, a woman was seen blaming her husband over pet peeves, when he has in fact bought a life insurance as a contingency for the family if something untoward happens to him. It has racked up over 285,000 views on YouTube within three days of release.

The film is designed to inspire couples to reflect on what being a caring partner is by demonstrating how common everyday household pet peeves are trivial matters when compared to the importance of financially protecting one’s family with life insurance.

“Given that couples do not have the habit of sharing details about their life insurance plans with each other, we wanted to help them kick-start conversations on their coverage needs and to plug protection gaps more effectively,” said Income’s chief marketing officer Marcus Chew.

According to a press release, the campaign’s tagline “True Care isn’t always obvious” hinges on the insight that in relationships people tend to judge their partners based on the more obvious signs of care, rather than the less visible ones that are also important in giving loved ones financial protection.

The finding emerged from a study commissioned by Income and conducted by Nielsen, which surveyed more than 329 married adults aged between 25 and 49 years. Nine in 10 respondents perceived having life insurance as an act of care. However, the top five acts of care listed by respondents included showing appreciation, caring for a sick spouse, regular communication, showing physical intimacy and helping with household chores.

Targeted at married adults between 30 to 50 years, who don’t have a life insurance plan or sufficient protection coverage, the “True Care” campaign comprises a 2.5-minute long-form film, along with a 60-second cut-down version, as well as a digital and outdoor component.

The film shows a harried mother returning from work to a messy home where things are not in order. Frustrated, she starts a social rant against her “inconsiderate” husband, which went viral. Just as she rejoices at her victory, her husband reveals an important piece of information that completely changes her perspective towards him – he has bought a life insurance plan to ensure that she and their child would be well taken care if anything happens to him.

BBH Singapore’ creative director Janson Choo said, “Our creative strategy revolves around using common couple dynamics to communicate how sometimes we can miss the woods for the trees and fail to notice signs of true care when they are not that obvious and visible.”

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