Introduction

POSB Bank has launched a groundbreaking campaign titled "Does Age Matter?" in partnership with Tribal Worldwide Singapore, aimed at dispelling common misconceptions about cancer and its impact on younger individuals in Singapore.

The Rising Issue

The issue of rising cancer rates among those under 35 is often ignored, yet it represents a stark reality that requires urgent attention. According to a recent Ministry of Health (MOH) report from 2024, the lack of adequate health coverage for younger patients can lead to severe financial and social consequences, particularly when faced with a cancer diagnosis.

Survey Results

A 2024 study conducted by DBS in collaboration with the National University Cancer Institute and Research for Impact Singapore revealed that a shocking 71% of young respondents lack confidence in their health or critical illness insurance adequately covering cancer treatment expenses. The "Does Age Matter?" campaign seeks to transform how young Singaporeans approach financial planning and the importance of critical illness protection. This initiative is part of POSB’s broader commitment to offering comprehensive insurance options and marks a continuation of their recent Healthcare Marketplace launch, which helps consumers assess how well they are covered.

The Social Experiment

Central to this campaign is a powerful social experiment that challenges the entrenched belief that cancer is predominantly an affliction of the elderly. The campaign's impactful video presents the heartfelt narratives of two young Singaporeans, Lay Teng, a courageous cancer survivor at the young age of 25, and Corrinne, who became a primary caregiver while still attending university. Their stories serve as poignant reminders of the harsh realities of living with cancer and underscore the necessity for vital financial protection.

POSB's Commitment to Financial Well-being

Bee Bee Lim, head of marketing at DBS and POSB, stated, "Achieving financial well-being is crucial for overall health and happiness, granting individuals a vital safeguard against unforeseen challenges like cancer." She emphasized that POSB is dedicated to empowering all customers with accessible solutions that support their financial journeys, particularly in raising awareness about the importance of insurance among younger people.

Creative Insight

Tribal’s creative team, led by Dahlia Yeo, Chris Lim, and Nikhil Kumar, explained that the campaign is designed to dive into uncomfortable truths and provoke real conversations. They believe that addressing these difficult topics can ignite meaningful change in an industry often hesitant to embrace discomfort.

Campaign Rollout

Launched in October, "Does Age Matter?" utilizes targeted online video content and a diverse array of placements across social media, public spaces, and polyclinics throughout the nation. This campaign seamlessly integrates into POSB's "4 Money Habits" framework, urging individuals to embark on their financial planning journeys through manageable and practical steps towards building good money habits.

Conclusion

The campaign stands as a call to action, challenging young individuals to reconsider their perceptions of cancer and the vital role of financial preparedness in facing such life-altering illnesses. As cancer's reach extends into younger demographics, the need for awareness, education, and proactive financial planning has never been more critical.