Care. For real.

Agency: BBH

Income - Care for Real


Singaporean insurer Income launched a new campaign crafted by BBH Singapore to remind people of what real care looks like.

In a world where expressions of care have been reduced to virtual ‘likes’, ‘hugs’ and ‘hearts’, the campaign takes a stance against just ‘virtual care’, while highlighting the real tangible care and thoughtful support Income provides to its customers and the wider Singapore community. This includes providing urgent accident assistance with Orange Force; providing cancer coverage to seniors up to 84 years of age; supplying over 50,000 support schemes to low-income families during Covid-19 and pledging $100 million to support those in need.

This professional campaign titled 'Care. For real.' was published in Singapore in September, 2022. It was created for the brand: Income, by ad agency: BBH. This Film medium campaign is related to the Insurance industry and contains 1 media asset. It was submitted over 1 year ago.


Agency: BBH Singapore
Managing Director: Sid Tuli
Chief Creative Officer: Sascha Kuntze
Executive Creative Directors: Janson Choo & Khairul Mondzi
Art Director: Shu Min Leow
Copywriter: Pamela Ho
Business Director: Lynette Chua
Account Directors: Shu Li Tan & Priscilla Lim
Senior Account Executive: Sabrina Ang
Strategy Director: Amanda Lim
Strategist: Cheryl Koh
Agency Producer: Shawn Chew

Film Production Company: Abundant Productions
Film Director: Marjorie Teo

Client: Income
Chief Marketing Officer: Dhiren Amin
Head, Events, Brand & Segment Marketing: Stella Tan
Manager, Segment Marketing: Elaine Heng
Asst. Manager: Sarah Chen
Asst. Manager: Jean-Claire Rozario


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