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NTUC Income: The Promise
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Singaporean parents with young children have always been squeezed financially between supporting their parents and providing for their children. This great cycle of filial piety and financial pressure has remained unchanged, for the so-called “sandwich generation”. NTUC Income (Income), one of Singapore’s largest insurers, has launched a campaign that seeks to end the sandwich generation cycle. Developed by BBH Singapore, the campaign, which uses the tagline “We can be the last sandwich generation, when we plan our retirement” positions Income as a partner in retirement planning and aims to educate young parents of the role they can play in ending the vicious cycle of financial dependence on their children by planning for their retirement. The campaign drew its insight from a study commissioned by Income and conducted by Kantar, showing that 94% of individuals that fell within the sandwich generation feel financially pressured while 80% of young Singaporeans feel they will become the next sandwich generation. The research also showed that close to 60% of the sandwich generation has not started planning for their retirement. On a more positive side, nine in 10 parents believe that they have better opportunities to prevent their children from becoming the next Sandwich Generation. The film at the centre of the campaign captures the pressures of a young man caught between caring for his parents and providing for his own family, eventually leading him to ensure he liberates his daughter of the financial responsibilities that he has been burdened with.
Strategist: Amanda Lim Related
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