Life insurer Great Eastern has unveiled three new brand films in its latest campaign - Live #Lifeproof with GREAT CareShield - to throw the spotlight on the topic of disability.
This latest instalment of its overarching Live #Lifeproof campaign, delivers inspirational key messages of self-belief, positivity and resilience – “our disabilities don’t define us, our dreams do” - through its collaboration with four artistes to showcase their passion for music and filmmaking in spite of their disabilities.
The nationwide campaign will be rolled out on multiple platforms – digital, television and out-of-home - from now until November 2020.
Through the films, Great Eastern infuses positivity into the topic, and by so doing, hopes to encourage people to take proactive action and forward planning to protect against the unforeseen, such as disability and illness.
The #Lifeproof Crew shows how the four artistes overcome their disabilities and showcases their creative work behind-the-scenes to produce a music video.
The second film features a Great Eastern financial representative sharing his personal story on overcoming the challenges of his disability, while Undefeatable rounds up the campaign showcasing a resounding performance that captures the crew’s indomitable #Lifeproof spirit.
The films launch Great Eastern’s new CareShield Life supplementary plans - aimed at providing enhanced protection and financial support for people who proactively seek insurance solutions to manage long-term care expenses in the event of disability, often caused by accidents or unexpected onset of illness.
GREAT CareShield Advantage and GREAT CareShield Enhanced are two new disability insurance plans which offer customers monthly payouts of up to S$5,000 if unable to perform at least 2 activities of daily living (ADLs) upon any unforeseen accidents or illnesses. A unique benefit of the GREAT CareShield Advantage plan is the lump sum payable upon the inability to perform at least 1 ADL, and this benefit is potentially payable again, thereby giving greater peace of mind to customers.
Colin Chan, Managing Director for Group Marketing, Great Eastern said: “As an appointed insurer by the Ministry of Health, we offer supplementary plans to enhance the Government’s CareShield Life scheme just announced. We felt that the topic of disability should be discussed positively, and that this was a refreshing perspective. Unforeseen disabilities (whether severe or mild) can cause financial and emotional distress when you least expect it. In today’s world, it is financially challenging to manage long-term care and daily living costs on a sustainable basis, coupled with worries about continued income in this economy.
“We are committed as the Life Company to help with our protection plans to enable our customers to be ready for life’s uncertainties. I hope that this campaign helps us embrace and discuss disability more openly, at the same time, a gentle reminder that people can plan ahead so as to Lifeproof their dreams ahead of unforeseen challenging circumstances.
“This campaign is our call-out to show that disability does not define one’s identity. Working with the crew to share their dreams through our films has given us a uniquely creative approach to show how the human spirit can rise above unforeseen life-changing situations and that is how they too Live #Lifeproof,” he said.
Zoe Zora, who worked as the set designer for the films and is paraplegic, said: “In mainstream media, we often only see able-bodied people acting like disabled people. This project gave us a chance to highlight our capabilities, work on a real music video and let us execute our vision. It sends a very powerful message and not the usual depressing narrative associated with persons with disabilities. This is the first time I felt that my disability doesn’t stop me from achieving my dreams.”
Long-Term Care & the need for Disability Insurance
With Singaporeans living longer to age 85.4 years in 2040, the costs of long-term care is foreseeably a concern. Based on a National Council of Social Service study, around 1 in 30 Singaporeans aged 18 - 49 are suffering from some form of disability. Accidents - the top condition for hospitalisation, can also result in severe disability and incur long-term care costs such as rehabilitative care which can cost up to S$2,300 per month (without subsidy).
“We have put great thought into our CareShield Life supplementary plans designed to lifeproof one’s financial future against disability through their benefits. These include monthly payouts for moderate and severe disabilities, premium waiver and a lump sum payout for mild disability. With our customers in mind, we also introduce a feature to provide additional payout coverage for peace of mind to our customers who may be afflicted with subsequent episodes of mild disability, depending on the plan selected,” said Mr Chan.
Customers can buy GREAT CareShield plans through the company’s online platform and its financial representatives. From now to 31 January 2021, customers who buy either GREAT CareShield Advantage or GREAT CareShield Enhanced will enjoy 20% savings off first year premiums.
For more on #Lifeproof, visit www.TheLifeCompany.sg
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