Tribal encourages Singaporeans to plan ahead
The Office of the Public Guardian (OPG) and Agency for Integrated Care (AIC), with support from the Ministry of Social and Family Development (MSF), Ministry of Health (MOH), GovTech, and Public Service Division (PSD) are joining hands to raise awareness of the importance of planning ahead, encouraging Singaporeans to make their Lasting Powers of Attorney (LPA) and Advance Care Plans (ACP).
Launched on 22 July, an emotive short film created by Tribal Worldwide Singapore follows three friends – Scissors, Paper, and Stone – who bonded over a childhood game of chance but chose to determine their future by choice. Directed by award-winning local filmmaker Royston Tan, the film gives an honest glimpse into the struggles that families can face when loved ones suffer health setbacks like losing cognitive ability. The campaign sets out to prove how pre-planning tools like LPA and ACP can give families greater peace of mind.
“Pre-planning is a hard topic to broach, as it deals with the unpopular topic of mental incapacitation. We brought it closer to home by fronting it with a story about the bond between a parent and child, to touch heartstrings and convince Singaporeans to take action,” said James Tan, Business Director of Tribal Worldwide Singapore.
MSF hopes to see more than 240,000 Singaporeans aged 50 and above make their LPAs by the end of 2025.
The campaign is supported by key visuals across OOH, BTL, digital, and social channels plus a series of roadshows and mobile clinics at various locations.