NTUC takes a bite out of the 'sandwich generation'
This spot examines the Singaporean issue of parents with young children being financially squeezed between supporting their parents and providing for their children.
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- Agency BBH/Singapore
- Production Company Freeflow
- Director Roslee Yusof
- Audio Post Fuse Adventures In Audio
- Chief Creative Officer Joakim Borgstrom
- Executive Creative Director Sascha Kuntze
- Creative Director Janson Choo
- Creative Director Khairul Mondzi
- Producer Kim Lim
The cycle of filial piety and financial pressure that faces many Singaporeans sees them dubbed the 'sandwich generation' and NTUC Income, one of Singapore’s largest insurers, has launched a campaign that seeks to end the sandwich generation cycle.
Created by BBH Singapore and directed by Roslee Yusof through Freeflow Singapore, the campaign, which uses the tagline positions NTUC as a partner in retirement planning and aims to educate young parents of the role they can play in ending the vicious cycle of financial dependence on their children by planning for their retirement.
“The thing about being a sandwich generation is that many of us have a defeatist attitude towards it," said Janson Choo, BBH Singapore Creative Director. "We think of it almost like part of adulthood or growing up, and it becomes a vicious cycle from parent to child. So when Marcus and his team proposed the idea of ending the "sandwich generation", it immediately resonated with us. There is a way out. It's not going to be easy, but we can be the last, so that our children won't have to be sandwiched in the future.”