Tribal Worldwide Singapore has created POSB Bank’s latest campaign, ‘Does Age Matter?’, to highlight the impact of cancer on young people.
Rising cancer rates among under 35s in Singapore is an often overlooked yet critical issue (MOH, 2024). When patients have insufficient health cover, cancer treatment can have far-reaching financial and social consequences.
A 2024 study by DBS, National University Cancer Institute, and Research for Impact Singapore found that less than a third (29%) of respondents are confident that their existing health or critical illness insurance policies fully cover the cost of cancer treatment. ‘Does Age Matter’ sets out to reshape how Singaporeans, especially the younger generation, think about financial planning and critical illness protection. The campaign reinforces POSB’s commitment to provide comprehensive insurance options and follows the launch of its Healthcare Marketplace, which empowers consumers to compare plans and close any healthcare cover gaps.
For this campaign, POSB confronts viewers with a social experiment challenging the assumption that cancer is a disease of old age. The campaign video features the personal stories of two young Singaporeans touched by cancer to underscore the importance of financial protection before one is blindsided by the disease.
The film features the personal accounts of Lay Teng, a brave cancer survivor at just 25, and Corrinne, who was thrust into the role of main caregiver during her university years. These stories bring to life what living with cancer really means and how the right critical illness insurance products are vital to support patients and those around them.
“Attaining financial well-being contributes significantly to one’s overall health and happiness, as it provides a crucial buffer against unexpected life challenges, like cancer,” said Bee Bee Lim, Head of Marketing at DBS & POSB. “As a bank that is committed to helping all our customers achieve financial and retirement security, we not only provide accessible and relevant solutions that empower individuals to navigate their financial journeys with confidence. We want to also raise awareness among our younger customers in a way that is delicate yet powerful, so that they can take action to protect themselves and their loved ones.”
“We’re diving headfirst into uncomfortable realities to set the campaign apart,” said Tribal account and creative leads Dahlia Yeo, Chris Lim, and Nikhil Kumar. “It’s a bold move in an industry often wary of discomfort, and it’s exactly the kind of risk that creates real conversations—and lasting change.”
‘Does Age Matter?’ launched in October with targeted online videos and placements across social media, out-of-home, and polyclinics nationwide. The campaign slots into POSB’s ‘4 Money Habits’ framework, encouraging people to build a financial plan in incremental, achievable steps through good money habits.
