Fallin' Apart

Income Insurance moves into music with the launch of a heart-wrenching rock anthem ‘Fallin’ Apart’

Income Insurance has released ‘Fallin’ Apart’, a brand new single and music video commissioned from a famous 2000’s rock band The Calling, to headline Income Insurance’s new Protection campaign.

The starting point was the insight that most Singaporeans do not have adequate protection for their life stage, which can often be overlooked. Based on a Protection Gap study by the Life Insurance Association, Singapore faced a 20% mortality protection gap and 80% critical illness (CI) protection gap.[1] As a brand that puts people first, Income Insurance wants to encourage people to have conversations about the underinvestment in health and critical illness coverage and recognise the downsides of not having adequate protection.

BBH Singapore and Income Insurance collaborated with The Calling, the rock band behind the 2001 smash hit ‘Wherever You Will Go’ to write and record a brand new single. ‘Fallin’ Apart’ emotively conveys the stress, uncertainty and raw feelings which can result from an unexpected health issue, married with the realisation that one is not adequately covered. It delves into the themes of resilience and courage to face life, even when it is falling apart.

The band proved the perfect choice for the collaboration, given their deep connections to the 30-40 year old target audience who grew up listening to their music, their passionate fanbase in the region, as well as the band’s ability to stir heartfelt emotions through their lyrics.

The song's powerful chorus, featuring vocals from lead singer Alex Band, states ‘Everything’s fallin’ apart, Everything’s gone too far, I would put it back together, If only I could’, perfectly capturing the regret and anxiety which can arise when people are faced with unexpected challenges in life, such as a medical diagnoses and the likely impact on their lives and loved ones. At the end of the video, viewers are directed to the campaign microsite where they can assess the potential size of their own insurance protection gap via a “protection gap calculator”.

BBH Singapore has produced a music video depicting a family who received upsetting medical news, and at that juncture, walls are crumbling down as if his whole world is falling apart. The message is simple yet powerful - life can fall apart unexpectedly, just at the time you and your family need the extra support the most.

The music video is now available on YouTube, Income Insurance’s website and across various media platforms such as outdoor, digital, social, cinemas and cable.

Stella Tan, VP & Head of Brand & Segment Marketing at Income Insurance, comments: “Staying adequately covered with insurance is vitally important but often, easily overlooked. Now more than ever is the right time to invest in life, health and critical illness cover following the aftermath of the pandemic and the current economic downturn where unforeseen circumstances can hit anytime. We’re amazed by The Calling’s ability to transform our message into a powerful rock song that connects with our audience on a personal and emotive level.”

Luke Somasundram, Senior Copywriter at BBH Singapore, adds: “Songs have the profound ability to reach a place deep in our brains by way of our hearts. And crafting one with The Calling lets us tap into nostalgia to convey a message that’s more relevant and urgent than ever.”

In support of the campaign to raise awareness of protection gaps, local talents such as music duo Jack and Rai, Micappella and Tyen Rasif will also be creating and recording their own renditions of the song.

Aside from the launch of the song and the music video, Income Insurance is also rallying members of the public to submit their own renditions of “Fallin’ Apart”, alongside their stories on some of their own life challenges and how they got through it, in a “Fallin' Apart Cover Contest” singing contest from 1 September to 15 October 2023. Participants will need to submit their recordings as a post on their social media platforms (Facebook, Instagram or Tik Tok) and hashtag #FallinApart and #IncomePresentsFallinApart. Three winners will receive a prize of up to $3,000. More details can be found on the campaign microsite.

Income Insurance’s Protection campaign is part of a decade-long relationship between Income Insurance and BBH Singapore. It follows the recent launch of an 18-minute long horror film, ‘TRAPPED’ in collaboration with Singapore film director Kelvin Tong earlier this year, which promotes Income Insurance’s Enhanced Travel Insurance with COVID-19 coverage. It was also created by BBH Singapore.

‘Fallin’ Apart’ is available to stream on YouTube.

[1] Industry Initiatives (lia.org.sg)