Great Eastern works with artists with disabilities to create new campaign via BLKJ Singapore
Life insurer Great Eastern has released three new brand films created via BLKJ Singapore in its latest campaign to shine the spotlight on the topic of disability.
This latest instalment of its overarching ‘Live #Lifeproof’ campaign, delivers key messages of self-belief, positivity and resilience because “our disabilities don’t define us, our dreams do”, through its collaboration with four artists to showcase their passion for music and filmmaking in spite of their disabilities. The nationwide campaign will be rolled out on multiple platforms until November 2020.
Through the films, created by BLKJ Singapore, Great Eastern infuses positivity into the topic, and by so doing, hopes to encourage people to take proactive action and forward planning to protect against the unforeseen, such as disability and illness.
The ‘#Lifeproof Crew’ shows how the four artists overcome their disabilities and showcases their creative work behind-the-scenes to produce a music video. The second film features a Great Eastern financial representative sharing his personal story on overcoming the challenges of his disability, while ‘Undefeatable’ rounds up the campaign showcasing a resounding performance that captures the crew’s indomitable #Lifeproof spirit.
Rowena Bhagchandani, CEO & Co-Founder at BLKJ, said the music video brings alive a number of ideas from the crew.
“The ideas speak of their experiences with disability and how they refuse to surrender their future to it,” said Bhagchandani. “For example, the phoenix represents rebirth, transformation and rising above. And it comes from our Director, Melvin Ong, who lost his ability to move all 4 of his limbs after a fall last year. The heel perched on the wheel of a wheelchair celebrates the fight in our set designer, Zoe Zora, who became a paraplegic after a car accident. The heel represents her love for fashion and design. The spinning wheel, her refusal to let her wheelchair hold her back from pursuing it.
“Instead of creating an ad based on what we think we know about disability, we’ve decided to hand the microphone and the paintbrushes to those for whom disability is a daily reality. So, this is their story, their picture of defiance. Based on the dreams that they refuse to let slip away.”
The films launch Great Eastern’s new CareShield Life supplementary plans – aimed at providing enhanced protection and financial support for people who proactively seek insurance solutions to manage long-term care expenses in the event of disability, often caused by accidents or unexpected onset of illness.
Colin Chan, Managing Director for Group Marketing, Great Eastern said: “As an appointed insurer by the Ministry of Health, we offer supplementary plans to enhance the Government’s CareShield Life scheme just announced. We felt that the topic of disability should be discussed positively, and that this was a refreshing perspective. Unforeseen disabilities (whether severe or mild) can cause financial and emotional distress when you least expect it. In today’s world, it is financially challenging to manage long-term care and daily living costs on a sustainable basis, coupled with worries about continued income in this economy.
“We are committed as the Life Company to help with our protection plans to enable our customers to be ready for life’s uncertainties. I hope that this campaign helps us embrace and discuss disability more openly, at the same time, a gentle reminder that people can plan ahead so as to Lifeproof their dreams ahead of unforeseen challenging circumstances.
“This campaign is our call-out to show that disability does not define one’s identity. Working with the crew to share their dreams through our films has given us a uniquely creative approach to show how the human spirit can rise above unforeseen life- changing situations and that is how they too Live #Lifeproof.”
Zoe Zora, set designer and paraplegic, said: “In mainstream media, we often only see able-bodied people acting like disabled people. This project gave us a chance to highlight our capabilities, work on a real music video and let us execute our vision. It sends a very powerful message and not the usual depressing narrative associated with persons with disabilities. This is the first time I felt that my disability doesn’t stop me from achieving my dreams.”