Terence Lam fronts Prudential Hong Kong’s 2025 health campaign to highlight urgency and emotional impact of illness

Singer-songwriter Terence Lam fronts Prudential Hong Kong’s new 2025 Health Campaign bringing to life the heightened emotions and urgency patients experience. In moments of illness, when every minute feels like a year, a variety of overwhelming emotions and a sense of urgency can make patients feel impatient, Prudential steps in to provide “help when you need it most (“最需要時．給您支持”).

At the heart of the campaign is the Prudential Encash Hospital Cash Savings Insurance, Hong Kong’s first-in-market+ whole-life hospital cash plan with growth potential, designed to provide immediate financial support to customers during illness and also a way to accumulate lasting savings during healthy times, protect their health today while planning for a more secure future.

As part of the campaign, Prudential has launched a 60‑second thematic video featuring Terence Lam as a patient navigating the anxiety and uncertainty of illness. Joined by multiple actors, including Golden Horse Award winner for Best Supporting Actor Ben Yuen Fu Wah, bringing Terence’s emotions to life through his journey of illness. The film captures the fear, impatience and hope that emerge when health falters while highlighting the company’s commitment to listening and providing compassionate, timely care. With its warm and reassuring tone, the video reflects the strength of having Prudential’s support during life’s most vulnerable moments.

As part of a broader amplification strategy, Prudential has partnered with TVB to roll out a mini‑program featuring medical experts sharing health advice and Prudential representatives offering insurance insights, complementing prominent out‑of‑home placements at strategic urban touchpoints to reinforce the campaign’s messaging. The campaign extends beyond digital channels with out-of-home displays across MTR stations, including Kai Tak Station, Kowloon Bay Station and Causeway Bay Station, bus shelter panels and bus body ads. These initiatives bring the campaign message to key high-traffic locations and consumer channels, reinforcing Prudential’s role in offering the right help at the right time and driving awareness of the new Encash Hospital Cash Savings Insurance.

Featuring Terence Lam in both the Furkids campaign rolled out in July and Health campaign underscores Prudential’s effort to bridge the market gap by offering holistic protection for every member of the modern family, including their pets. It further reflects the company’s commitment to actively listening to customers and delivering solutions tailored to meet their evolving needs.

Ivan Choi, Chief Customer and Marketing Officer at Prudential Hong Kong Limited, said: “At Prudential, we understand that a health crisis affects more than the body. It touches every part of a person’s life. Our campaign reflects our commitment to listening deeply to our customers, understanding their fears, and providing help when they need it most – not only through immediate support but also across an extensive network of cross-border locations. With our market-first hospital cash savings plan and comprehensive health solutions with value added services, we are empowering individuals and families with the financial security and practical support they need to face life’s uncertainties with confidence.”