AIA Singapore urges Singaporeans to be adequately protected against critical illness

AIA Singapore, in collaboration with Havas Village Singapore – with integrated specialists from Socialyse, Havas Play, and media agency of record (AOR) Arena Media Singapore, have launched this film as part of unveiling their newest critical illness plan, AIA Ultimate Critical Cover (AIA UCC).

The social and digital campaign will run till April, in conjunction with its tactical marketing initiatives to create more awareness on the importance of having adequate critical illness (CI) coverage.

Pioneering the market with its unlimited reset and claims benefit, the AIA UCC plan offers the highest in market with extensive coverage of 150 medical conditions and 73 critical illnesses across early, intermediate, and major stages. The medical conditions do not need to be in remission. In addition to many key benefits and providing early protection against CI, the affordable AIA UCC also provides the market’s first unlimited reset benefit, which allows for unlimited claims until the end of the policy term, with a maximum claims limit of 500 per cent sum assured applied to early and intermediate CI stages, and a 1-year waiting period applies.

The campaign aims to drive even more awareness towards the need to be sufficiently protected against CI and the accessible CI coverage available for Singaporeans, following a recent study commissioned by AIA Singapore1. Findings revealed that consumers significantly underestimate the necessary amount of CI coverage that they require, and there is a critical knowledge gap among those without CI plans, smokers, and the younger demographics.

At the core of this campaign is a captivating 5-minute film, ‘Confessions Of A Liar’ — that delves into the intricacies of familial bonds, conveyed through the playful dynamic between the middle-aged protagonist and his mother through the different seasons in his life, including a phase of critical illness.

The narrative unfolds with the protagonist, characterised by his tongue-in-cheek humour, delivering a heartfelt birthday speech amidst loved ones. His candid reflections reveal a lifetime woven with playful exchanges with his mother, where he humorously attempts to trick her, only to find her consistently ahead. This enduring bond continues even in the challenging times of illness, serving as a resilient force that keeps their spirits buoyant despite the adversities of cancer.

“At Havas, we are all about being meaningful. That is, to deliver work that makes a positive difference to brands and businesses we work with, from our client partnerships to consumer engagements. We are humbled with the integrated opportunity to collaborate with AIA Singapore to launch this heartfelt thematic film with a touch of humor, elevating the awareness and importance of critical illness coverage,” said Kenny Yap, Managing Director of Socialyse, Havas Play and Havas Red.