POSB Bank, in collaboration with Tribal Worldwide Singapore, has launched its latest campaign, ‘Does Age Matter?’, to highlight the impact of cancer on young people.

Rising cancer rates among under 35s in Singapore is an often overlooked yet critical issue (MOH, 2024). When patients have insufficient health cover, cancer treatment can have far-reaching financial and social consequences.

A 2024 study by DBS,  National University Cancer Institute, and Research for Impact Singapore found that less than a third (29%) of respondents are confident that their existing health or critical illness insurance policies fully cover the cost of cancer treatment. ‘Does Age Matter’ sets out to reshape how Singaporeans, especially the younger generation, think about financial planning and critical illness protection. The campaign reinforces POSB’s commitment to provide comprehensive insurance options and follows the launch of its Healthcare Marketplace, which empowers consumers to compare plans and close any healthcare cover gaps.

For this campaign, POSB confronts viewers with a social experiment challenging the assumption that cancer is a disease of old age. The campaign video features the personal stories of two young Singaporeans touched by cancer to underscore the importance of financial protection before one is blindsided by the disease.

The film features the personal accounts of Lay Teng, a brave cancer survivor at just 25, and Corrinne, who was thrust into the role of main caregiver during her university years. These stories bring to life what living with cancer really means and how the right critical illness insurance products are vital to support patients and those around them.