Singapore – POSB Bank has released a new campaign with Tribal Worldwide Singapore to debunk misconceptions about cancer.
The campaign titled ‘Does Age Matter’ seeks to correct the common assumption that cancer comes with old age through a social experiment. It highlights the importance of financial protection as a preparation before possibly getting the disease.
Through the campaign, POSB aims to mold how young people plan financially for protection against critical illness. It reinforces POSB’s dedication to providing insurance options.
As part of POSB’s ‘4 Money Habits’ framework, it encourages people to create a financial plan through good money habits.
Featuring two Singaporeans with cancer, POSB shares personal stories that show what cancer means and how insurance products can help cancer patients. It features cancer survivor Lay Teng and caregiver Corrine, delving into how having supportive people around cancer patients is vital to their well-being.
The campaign has been released across social media, out-of-home, and polyclinics in the country.
“Attaining financial well-being contributes significantly to one’s overall health and happiness, as it provides a crucial buffer against unexpected life challenges, like cancer,” Bee Bee Lim, head of marketing at DBS & POSB, said.
“As a bank that is committed to helping all our customers achieve financial and retirement security, we not only provide accessible and relevant solutions that empower individuals to navigate their financial journeys with confidence. We want to also raise awareness among our younger customers in a way that is delicate yet powerful, so that they can take action to protect themselves and their loved ones,” Lim added.
“We’re diving headfirst into uncomfortable realities to set the campaign apart. It’s a bold move in an industry often wary of discomfort, and it’s exactly the kind of risk that creates real conversations—and lasting change,” Tribal account and creative leads Dahlia Yeo, Chris Lim, and Nikhil Kumar, said.
