CareShield Life Socials Campaign Launch
Ministry of Health Singapore
GOVT Singapore Pte Ltd
Ministry of Health Singapore
GOVT Singapore Pte Ltd
What’s Up?
Afiq and his team developed the creative direction for The Worry-Nots — a series of relatable, age-specific narratives designed to help Singaporeans see the value of planning for long-term care early. Speaking to three life stages — 30s–40s, 40s–50s, and 50s+ — each story was shaped to reflect real concerns, from “it won’t happen to me” mindsets to retirement affordability worries, ensuring a mix of cultural and gender representation.
The campaign leaned into clear, human messaging over heavy-handed ads, focusing on how CareShield Life offers lifetime coverage, increasing cash payouts, and flexibility in care arrangements. Through content partnerships, radio talk sets, and approachable storytelling, Afiq and team helped create a campaign that replaced anxiety with reassurance — showing that with the right planning, tomorrow doesn’t have to be a worry!
Afiq and his team developed the creative direction for The Worry-Nots — a series of relatable, age-specific narratives designed to help Singaporeans see the value of planning for long-term care early. Speaking to three life stages — 30s–40s, 40s–50s, and 50s+ — each story was shaped to reflect real concerns, from “it won’t happen to me” mindsets to retirement affordability worries, ensuring a mix of cultural and gender representation.
The campaign leaned into clear, human messaging over heavy-handed ads, focusing on how CareShield Life offers lifetime coverage, increasing cash payouts, and flexibility in care arrangements. Through content partnerships, radio talk sets, and approachable storytelling, Afiq and team helped create a campaign that replaced anxiety with reassurance — showing that with the right planning, tomorrow doesn’t have to be a worry!