In 2014, NTUC Income launched VivoCare 100 – a whole-life insurance plan against 100 dread diseases. With the most comprehensive coverage in Singapore, it was well placed to capture a large share, but only once people considered getting a plan. The challenge was to grow the category by showcasing the importance of protection against dread diseases. How? By stating a simple truth: when you get struck by a disease, your family suffers too.