Income
Reframing Good Parenting
Capabilities:
When you become a parent, everything changes. You realise you can’t snooze the baby monitor, your clothes become canvases for your infant’s bodily fluids and your focus zeroes in. It’s natural to want to shower your child with gifts, cater to their every whim, cede to every demand for sugary treats. Sooner or later though, it becomes clear that sometimes the real act of love is short-term pain for long-term gain. It feels wrong, but in the long run, it’s right.
This is the story of how the worst parents in the world turned out to be the best parents in the long run.
+13%
Life insurance sales.
#1
Product awareness from #3.
26M
Views globally.
Good Singaporean parents feed their children, change their nappies, maybe even give them a bit of pocket money to spend at the weekend. Traditionally in Asia, when parents retire, the roles are reversed. The children feed the parents. In short, your children are your retirement plan.
Income, Singapore’s local insurer, wanted to challenge this social norm.
We told a story that broke conventions.
We told a story that challenged societal norms.
The groom at a wedding makes a speech about his childhood. He tells the story of a boy who grew up not having everything, because his parents had other plans.
Instead of spending ludicrous amounts on flashy family trips to Florida or expensive private tuition, they’d gone long and saved up for their own retirement. So that when the time came, their son could get on with living his own life, instead of taking care of them.