Income Insurance & BBH Singapore Highlight Critical Illness Cover for Kids in Impactful Campaign

Mar. 05, 2025

Income Insurance Limited, in partnership with BBH Singapore, is spotlighting how parents can protect their kids’ childhoods in the case of critical illness, in a powerful new campaign.

Despite the rising cancer and stroke incidence rates among younger Singaporeans aged 30 to 39, many Singaporeans are living with an alarming 74% critical illness protection gap and a 21% mortality gap[3], treating critical illness cover as a "good to have," rather than a necessity. 

To address this protection gap, Income Insurance launched Complete Life Secure, a whole life insurance plan, designed to meet the needs of young parents by providing lifelong protection for death, terminal illness and total and permanent disability. This coverage can be further enhanced by adding on the Early Critical Secure rider, which provides coverage for up to 159 conditions, including early, intermediate and advanced stage critical illness. Additionally, receive extra protection for major cancer, heart attack of specified severity and stroke with permanent neurological deficit, even after making an early or intermediate stage critical illness claim. 

Complementing the product’s launch is the campaign which spotlights this critical illness protection gap in Singapore with the hard-hitting message, “If you don’t protect yourself, you can’t protect their childhood.” The campaign message from BBH Singapore and Income is designed to encourage parents to close this gap – and protect their children – by taking out comprehensive cover. 

In the campaign film “Unproud Parents”, a moving voiceover from a mother is directed at her daughter, Sara, with the mother repeating how she’s “not proud” – a sentiment that is very much at odds with her memories of Sara stepping up in ways that would usually delight any parent. 

Through flashbacks, we see that Sara has been getting her little brother ready for school in the morning, shopping for and preparing meals, and still managing to keep up with her schoolwork, all while other kids enjoy their normal childhood experiences. This juxtaposition between what our audience hears from the mother, and what we see in terms of Sara being a dutiful daughter, creates a tension that keeps our audience hooked from the beginning. 

The film then reveals why Sara has been shouldering so much responsibility: her mother’s cancer diagnosis and the absence of the necessary financial protection during her recovery. In a powerful moment, our audience understands that the mother’s voiceover was a misdirection – and in fact, the mother is actually ashamed of herself, as she watches her children endure the consequences of her financial unpreparedness. The message is clear: “If you don’t protect yourself, you can’t protect their childhood.”

Dhiren Amin, Chief Customer Officer, Income Insurance, said:

“At Income Insurance, we believe it's essential to share stories that resonate with the real challenges families face. This story sets out to appeal to and connect with parents of young children, bringing to the fore that one of the best ways to protect the childhoods of their children is to sufficiently protect themselves against life’s unforeseen circumstances. As an insurer, we seek to go beyond offering protection, but also to empower individuals to take the necessary steps to safeguard their loved ones and ensure their financial wellbeing should life throws them a curve ball. ”

 

Janson Choo, Executive Creative Director at BBH Singapore, said:

“The devastating effects of critical illnesses on a patient’s child are often overlooked and understated. Without adequate protection, a child may be forced to make life-changing decisions that no one their age should have to face. With Sara’s story, we hope to spark an important conversation and encourage Singaporeans to rethink the role of critical illness insurance.”

 

The campaign was launched on February 4, and is running on digital platforms, social media, Starhub TV+, and Golden Village cinemas. Along with the four-minute hero film, there are 30- and 15-second cutdowns, and 6-second YouTube bumper ads.