Prudential uses social experiment to highlight year-end health checkups

Prudential Thailand has unveiled its campaign, #YearEndHealthReview, which was conceptualised and developed by VaynerMedia Thailand. The campaign embarks on a social experiment to make health checkups the year-end routine by triggering health conversations among family members.

The #YearEndHealthReview campaign calls not on doctors to conduct health reviews, but on everyday people to do so for their families –– challenging them to review their family member’s health based on their daily lifestyles and habits. MARKETING-INTERACTIVE has reached out to Prudential Thailand for more information.

Health reviews and checkups are often undertakings that individuals do on their own, seldom involving their families in the process or results. While an important topic that should be discussed openly and candidly with loved ones, one’s wellness is often a sensitive topic to engage families in conversations about –– or even overlooked –– because they have an emotional involvement in your life.

To kickstart the campaign, actual family duos were cast in an interview-style documentary video, where father-daughter and mother-son pairs were asked to fill up a health questionnaire on the other party’s behalf, and then subsequently undergo individual health checks. After, they were separately interviewed on what they thought the other's results would be, and finally shared their reports with each other.

#YearEndHealthReview encourages conversations around family members’ health and lifestyles, and more importantly, how year-end health reviews are crucial for them to live their lives to the fullest –– together. At the same time, 20 influencers will also be joining in the conversation by similarly reviewing their family member’s health on their social platforms.

"According to recent survey results, the majority of Thais are adopting healthier lifestyles and becoming more health-conscious as a result of the COVID-19 pandemic," Robin Spencer, Prudential Thailand's CEO explained.

Spencer added that Prudential is using its #YearEndHealthReview Campaign to encourage Thai people to have regular health checkups and promote health conversations through its collaboration with KOLs and health bloggers.

"This is a promising sign overall because good health allows us to enjoy life to the fullest and helps us better take care of our family and loved ones. Prudential is dedicated to helping all Thai people get the most out of life, by providing a variety of insurance plans that are accessible, affordable, and inclusive,” Spencer said.

“If you think about it, the people who take care of your family’s health the best are your own family members –– doctors and insurance surround that core care. We are proud to partner with Prudential to help create a brand new year-end health routine for every Thai family, encouraging them to have open conversations about one another’s health, check-in and care for one another’s health together,” Pitha Udomkanjananan, VaynerMedia Thailand's head of creative said.

Separately, Prudential Assurance Malaysia was using computer-generated avatars to front its first PRUFirst campaign created in collaboration with Naga DDB Tribal. The 3D characters reflected the different interests of the Gen Z, who form Prudential's target audience for this campaign, and the visuals showcased the kinds of lifestyles Gen Z could continue living when they are safely protected by PRUFirst. The avatars are also in line with the trending aesthetics of the digital world.

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