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NTUC Income: Emerge Stronger

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BBH Singapore has launched NTUC Income's new film "Emerge Stronger" to inspire Singaporeans to be more optimistic during the current pandemic. Income is the leading composite insurer in Singapore offering life, health and general insurance. The campaign says the current pandemic might have transformed our lives in ways we had not imagined but we should not allow our present to dictate our future. Things will get better and we will be able to live our lives again. The film drew insights from an online survey commissioned by Income to find out what Singaporeans would like to do after the circuit breaker ends. The survey found that the most popular activities apart from eating out and meeting family and friends were playing sports, dating and going back to work. Bubble tea was as popular as visiting a hair salon, going to the beach and going to the spa. The 110-sec film features visuals of empty spaces and streets with soundbites of everyday Singaporeans talking about their plans once the circuit breaker has been called off. The soundbites recorded from calls of real-life people echo the plans shared by the respondents during the online survey. These include one from a kindergarten teacher who is looking forward to welcoming her toddlers back to school, a grandmother who is yearning to hug her grandchildren and a mother-to-be who can’t wait to shop before her baby’s birth.
Credits Other credits

Account Director: Manavi Sharma

Account Manager: Shu Li Tan

Head of Planning: Rebecca Ash

Strategist: Amanda Lim


Chief Marketing Officer: Marcus Chew

Head, Brand Marketing: Chloe Fair

Senior Executive, Brand Marketing: Charis Leong

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