Prudential MY critical illness campaign plays up unity and lack of discrimination

Insurance company Prudential Malaysia has release a video campaign on critical illness where it highlights that anyone, regardless of gender, race or age, is susceptible to getting struck by "critical illness" which "does not discriminate".

Under this initiative, PRUMy Critical Care, known as its critical illness plan, is no longer reflected towards just one audience, but also the younger generation. In collaboration with NagaDDB and four critical illness survivors: Filmmaker, Jared Lee; radio DJ, Hisham Hamzah; dancer, Emily Tan; and auditor and model, Jeslinda Paul, Prudential hopes to raise awareness on the importance of being covered with a critical illness plan.The nationwide campaign was marketed with contextual messaging from billboards to various social platforms.

Fiona Liao, chief brand officer of Prudential Assurance Malaysia said the company was committed to helping Malaysians get the most out of life by achieving financial freedom and peace of mind. She added that the company hoped through this campaign, the younger generation of Malaysians could become more aware of their health and take action by preparing for the unexpected. “As we remain in a phase of uncertainty, to be ‘better safe than sorry’ couldn't be more apt, now than ever," Liao added.

Take a look at the videos here:

Watch the videos below:

Emily Tan

Jared Lee

Jeremy Yeoh, creative director of Naga DDB Tribal said the team was inspired to highlight the irony of young individuals at the prime of their lives and how critical illness struck unannounced. He added that despite the life-threatening disruption, the four survivors were now thriving in life. “This struck a chord with Prudential’s brand belief of celebrating doers who take control of their own fate no matter what life throws at them,” Yeoh explained.

Separately, Prudential recently released another video with Naga DDB Tribal early this year. Titled "Noodle Noob", the video touched on the themes of intergenerational expectations, filial piety, authenticity, and individuality amidst Chinese New Year celebrations, in a bid to encourage all Malaysians to do something about whatever mattered most to them in that festival.

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