CPF and MoneySense encourage Singaporeans to take charge of their future via McCann Singapore
The Central Provident Fund (CPF) Board and MoneySense, in partnership with McCann Worldgroup Singapore, have launched a new national campaign titled “Make Every Day Matter. Plan Your Life Story.” The campaign encourages Singaporeans to take greater control of their financial and retirement planning.
At the heart of the campaign is a refreshed digital experience titled “The City of Life Stories”. Through an engaging online quiz, it helps Singaporeans discover financial tools and resources tailored to their needs. The platform also encourages users to explore CPF’s enhanced digital planners, which are designed to support them through key life stages – from building savings and planning their first home purchase, to managing healthcare insurance costs and preparing for retirement.
Alfred Wee, Executive Creative Director of McCann Worldgroup Singapore, said: “In collaboration with CPF, our goal was to reframe finance as something personal and human. We wanted Singaporeans to see their decisions not as obligations, but as turning points in their life story and to step into that story as their life’s author, shaping what comes next.”
The campaign has rolled out across digital platforms, social media, and out-of-home.
Now in its sixth consecutive year, this long-running collaboration continues to play a role in shifting mindsets and behaviours around retirement readiness and long-term financial wellness. Past retirement planning campaigns, together with other CPF initiatives, have helped drive greater awareness and engagement.
These efforts have contributed to the growth in voluntary top-ups to the retirement savings of CPF members and their loved ones. In 2024, CPF members made over $4.8 billion in voluntary top-ups to their own or their loved ones’ retirement savings, a 14% increase from the previous year.
The “Plan Your Life Story” campaign continues CPF Board and MoneySense’s shared mission to uplift national financial literacy and instil a proactive retirement planning culture.
Credits
Senior Account Director: Lynette Lee
Account Manager: Hazirah Mustafa
Senior Strategist: Jody Ong
Senior Experience Strategist: Priya Morti
Executive Creative Director: Alfred Wee
Senior Art Director: Adrian Loo
Senior Copywriter: Preet Kaur
FL FA Artist: Ivy Yap
FL FA Artist: Water Wong
FL Senior Art Director: Jay Liu
Junior Art Director: Gloria Ku
Head of Digital: Kongsak Pongsuradate
Creative Service Manager: Naniya Prompinit
Project Manager: Bryan Tan
Creative Director: Max Chen
Senior Art Director: Jierick Ng
FL Art Director: Xin Yi Lim
FL Copywriter: Lynx Ng
Social Director: Liza Lorenzo
Social Media Manager: Jae Chia
Social Media Executive: Audrey Kung
Junior Social Strategist: Hafiz Zulfikaar
Social Media Executive: Tina Michael
Head of Production: Alfredo Seow
Senior Editor: Haily Rahmad
Content Editor: Raj Thulasi Das
FL Video Editor: Jared Tay
Senior Copywriter: Parth Gadhia
Creative Services Manager: Jerry Loh