Have you planned ahead for your health? This new ad thinks you should

Tribal Worldwide Singapore is tugging at heart strings with an emotive new short film to raise awareness of the importance of planning ahead as it looks to encourage Singaporeans to make their Lasting Powers of Attorney (LPA) and Advance Care Plans (ACP).

The film is part of the campaign by the Office of the Public Guardian (OPG) and Agency for Integrated Care (AIC), with support from the Ministry of Social and Family Development (MSF), Ministry of Health (MOH), GovTech and Public Service Division (PSD).

Directed by local filmmaker Royston Tan, the launch of the film includes a series of key visual extensions across out-of-home, below the line, digital and social assets for additional recall and conversion.

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“Pre-planning is a hard topic to broach, as it deals with the unpopular topic of mental incapacitation,” said James Tan, business director of Tribal Worldwide Singapore in a statement. “We brought it closer to home by fronting it with a story about the bond between a parent and child, to touch heartstrings and convince Singaporeans to take action.”

The short film follows the lives of three friends who bond over the childhood game of chance, 'Scissors, Paper and Stone', as they grow up, get married and face the difficult fact that their parents are getting older.

When one of the protagonist’s mothers abruptly talks about appointing her son as her LPA and making her ACP during a meal, she is met with feelings of discomfort around the table. However, when the mother unexpectedly loses her mental capacity, the film emphasises the importance of pre-planning tools when her loved ones were relieved to know the LPA and ACP tools guides were there to aid them.

Under the tagline, “let your loved ones know how to care for you”, the film reveals that life is like an unpredictable game of Scissors, Paper and Stone but individuals can better prepare themselves against a game of chance.

“Shooting 'Scissors, Paper, Stone' made me reflect on the unexpectedness of life. We don’t know what will happen in the next minute, much less tomorrow,” said Tan.

“Like what macik says in the film, 'sediakan payung sebelum hujan' which translates to ‘prepare your umbrella before it rains’. This saying summarises what the LPA and ACP can do for us and our families,” he added.

At the campaign’s launch at Our Tampines Hub, minister for social and family development Masagos Zulkifli said, “rather than leave things to chance, it is better to convey our wishes early on and identify the people we trust to advocate for us and make decisions on our behalf.”

A series of road shows and mobile clinics where eligible individuals can obtain free LPA certification and ACP facilitation by pro bono certificate issuers and facilitators have also been deployed to further raise awareness of pre-planning tools.

Recently, Changi Airport Group (CAG) re-appointed Tribal Worldwide Singapore to head its creative and digital duties for its e-commerce platform, iShopChangi, according to a statement by the agency. The appointment marks the agency's second term with CAG, extending Tribal’s four-year track record by another three years.

Tribal will continue to provide strategic planning, creative and digital services, and customer engagement programmes to strengthen iShopChangi’s brand. Following its reappointment, Tribal will also add retail marketing duties to its scope. 

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