Singapore – Insurance provider Great Eastern’s latest campaign, created with BLKJ Havas, is an empathetic message of love to all Asian parents.
Parents often hold themselves to high standards, striving to be perfect for their children, but the truth is, no one is flawless. And in fact, great parenting doesn’t require perfection. This is the empowering message behind the latest regional campaign, launched across Singapore, Malaysia, Indonesia and Brunei, by BLKJ Havas and Great Eastern.
The campaign addresses the unique pressures that Asian parents face and encourages them to embrace their imperfections and to be kind to themselves when they fall short. Unveiled through a heartwarming 60-second film, it serves as a poignant reminder that every parent needs a little help along the way and with Great Eastern, parents can seek financial guidance to protect their families and fulfil their aspirations.
The campaign is further amplified through out-of-home executions across taxis, buses, MRT station displays and ongoing social content sharing parenting stories and tips. It also marks a
a significant milestone for the brand as it follows on from the 2022 launch of Great Eastern’s new brand promise, ‘Reach for Great’.
Keith Chia, head of group brand & marketing at Great Eastern, said, “We understand and empathise with the pressures modern parenting places on our customers, and we’re here to partner with them through their parenting journey. With our financial advisory and tailored [solutions,] we provide the assurance they need, so that they can be empowered to reach for their dreams, hopes and ambitions.”
Joji Jacob, co-founder of BLKJ Havas, said, “Being a parent is tough. Being an Asian parent is tougher because we hold ourselves up to unrealistic standards. With this [campaign,] we wanted to verbalise what every Asian parent is thinking but not saying. We don’t have to be perfect parents to do right by our kids. And with that message, we hope to give parents a bit of a breathing space and draw their attention to the well-thought out plans that Great Eastern offers for every stage of a child’s life.”
