POSB Bank’s “Does Age Matter?” campaign sheds light on the increasing cancer rates among young Singaporeans, breaking the misconception that cancer only affects older adults. Created with Tribal Worldwide Singapore, the campaign highlights that just 29% of people believe their insurance can fully cover cancer treatment, emphasizing the urgent need for better financial planning and health insurance.
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The campaign features a powerful social experiment where a 29-year-old cancer survivor, Lay Teng, shares her story, challenging perceptions and demonstrating that cancer can affect anyone. Accompanied by personal stories of patients and caregivers, it showcases the emotional and financial toll of the disease.
Watch the campaign here :
Through videos, out-of-home ads, and digital content, POSB encourages young people to plan for their future, ensuring they have the resources to face unexpected challenges. As part of its “4 Money Habits” framework, POSB continues to promote financial security and well-being for all.
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