The Secret Little Agency inspires better money habits via heartfelt campaign for POSB

Following the Singapore Budget 2025 Statement, Singapore’s longest-serving bank POSB has launched a new money habits campaign together with its lead creative agency The Secret Little Agency. Through the lens of a poignant mother-son relationship that evokes a bittersweet reflection of life, it encourages viewers to view financial planning as the ultimate act of care for one’s future.

The campaign is the latest effort in a series of initiatives specially developed by the bank to highlight the importance of financial wellness among consumers and advocate for action. It reinforces findings from a recent DBS study, which revealed that Gen Zs and millennials aged 25 to 44 are falling behind their older counterparts in building their nest egg for their later years as they increasingly shoulder heavier liabilities. In fact, the survey found that those aged 35 to 44 are the most stretched as they must balance the demands of raising children, supporting ageing parents, and advancing their careers. This often compels them to prioritise short-term financial needs over long-term retirement planning.

Fronting the campaign is a heartfelt film created in collaboration with award-winning director Thanonchai Sornsriwichai. It provides viewers with a retrospective view on life through the lens of death, following a mother-son relationship with an expected twist to deliver a poignant message reminding audiences to make choices that honour the one life we have with good money habits. The film challenges the notion that financial planning is intimidating through its human-centred narrative, resonating emotionally with audiences that prioritising financial health is key to overall wellness.

“Through this film, we aim to broaden the concept of self-care to include prioritising our financial well-being. We have a responsibility not just to ourselves, but also to our loved ones, to plan our finances effectively and ensure a comfortable retirement. This is not a burden we want to place on those we care about. Neglecting our own financial wellness, even with the intention of caring for others, should not be seen as a selfless sacrifice. It is an important reminder that small, thoughtful steps can make a powerful impact, especially when it comes to managing money,” said Lim Bee Bee, Head of Marketing, DBS Consumer Banking Group.

The launch of this film couldn’t be more timely, especially as Prime Minister Lawrence Wong called on Singaporeans to ‘tighten their belts, rethink spending habits, or make difficult trade-offs to manage their expenses’ during the recent Budget statement. Over the years, POSB has made efforts help customers ‘level-up’ their financial planning and literacy skills through focused events and initiatives, including programs at neighbourhood community centres. Additionally, eight in 10 retail customers now have access to their own personal wealth planning manager to support customers through market cycles and prepare them for their future.

“The unavoidable truth is that financial planning is the most powerful act of care that impacts not only ourselves but our loved ones too. We were often told this as kids, yet in the hustle and bustle of life, we’ve forgotten that the simple act of building good money habits goes a long way for our future,” said Nicholas Ye & Mavis Neo, Co-Chief Creative Officers, The Secret Little Agency. They added: “We saw a need to shift our focus back to create a nationwide movement centred around good financial habits that will serve us not only today but for the rest of our lives.”

The campaign will feature social, digital, OOH, and social activations with KOLs, running till mid-2025.