POSB Bank has launched a new campaign, “Does Age Matter?”, which focuses on the rising cancer rates among young people in Singapore. The campaign, created with Tribal Worldwide Singapore, highlights an important issue: cancer is no longer just a disease that affects older adults. Recent statistics show that cancer rates are increasing among people under 35, a problem that is often overlooked.
The campaign’s goal is to raise awareness about the financial and social challenges that come with cancer, especially when people don’t have enough health insurance to cover treatment costs. A study by DBS, the National University Cancer Institute, and Research for Impact Singapore found that only 29% of people believe their current insurance will fully cover cancer treatment costs.
Through the “Does Age Matter?” campaign, POSB aims to change the way young people think about financial planning and health insurance. The campaign features a social experiment to challenge the misconception that cancer only affects older people. The experiment involves participants answering questions, with one surprising moment when a 29-year-old cancer survivor, Lay Teng, steps forward, revealing her battle with breast cancer.
The campaign also features two personal stories: Lay Teng’s journey as a cancer survivor and Corrinne’s experience as a primary caregiver during her university years. These stories highlight how important it is to have proper health insurance, not just for patients, but also for caregivers.
Bee Bee Lim, Head of Marketing at DBS & POSB, says that financial well-being is essential for overall health and happiness, as it provides a safety net against life’s unexpected challenges like cancer. The campaign is designed to encourage young people to take action and protect themselves and their loved ones by securing adequate insurance coverage.
Launched in October, the campaign includes videos on social media, out-of-home ads, and placements in polyclinics throughout Singapore. It also forms part of POSB’s “4 Money Habits” framework, which promotes financial planning and smart money habits.
POSB is committed to helping people achieve financial security and is also using AI technology in its “Treat Yourself Right” campaign to show how people’s financial needs change as they age, encouraging everyone to plan for their future.
