Singapore’s CPF Board,  MoneySense launch “Plan Your Life Story” campaign with McCann Worldgroup

Singapore – The Central Provident Fund (CPF) Board and MoneySense, in partnership with McCann Worldgroup Singapore, have launched a new national initiative titled “Make Every Day Matter. Plan Your Life Story”. 

The CPF Plan Your Life Story campaign encourages Singaporeans to take greater control of their financial and retirement planning, with a focus on long-term security and well-being.

At the centre of the initiative is a refreshed digital platform known as “The City of Life Stories”. 

This interactive experience includes an online quiz that helps users explore financial tools and resources suited to their personal needs. 

It also directs them to CPF’s enhanced digital planners, which guide members through important life stages such as saving, buying a first home, managing healthcare costs, and preparing for retirement.

Alfred Wee, executive creative director of McCann Worldgroup Singapore, explained that the team’s goal was to reframe financial planning into a personal journey. 

“We wanted Singaporeans to see their financial decisions not as obligations, but as turning points in their life story. By stepping into that role, each person becomes the author of their future,” said Wee. 

The campaign is running across digital platforms, social media, and out-of-home placements. 

Now in its sixth year, the collaboration between CPF Board, MoneySense, and McCann Worldgroup has played a key role in changing mindsets around retirement readiness and financial wellness. 

Past initiatives have contributed to stronger engagement with CPF tools and services, supporting better long-term outcomes for members.

The CPF Plan Your Life Story campaign builds on this momentum as it underscores CPF Board and MoneySense’s shared mission to improve financial literacy nationwide, helping Singaporeans prepare with confidence for every stage of life.