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The Best Gift for Your Child

NTUC Income partnered with BBH to develop a thought-provoking film to encourage Singaporean parents to plan for their retirement. Using the tagline “The Best Gift for your Child”, the creative idea employs an interesting twist to communicate a common financial dilemma that parents face – risk being perceived as the ‘worst parents’ if they cut back on spending indulgently on their kids, whilst ultimately doing so to save enough for their own retirement.

The film starts off with a groom making a shocking announcement at his wedding that his parents are the worst parents in the world. He goes on to give instances where he perceives himself worse off than his peers in his younger days, only to thank his parents later for giving him the best gift by sorting out their own retirement.