Fallin' Apart

Most Singaporeans in their 30s are underinsured when it comes to Life and Critical Illness. But this was a message no one in their 30s wanted to hear.

Income Insurance, Singapore’s leading composite insurer, tapped into music's uncanny ability to tell difficult stories. To help the message land, Income partnered with 'The Calling', a band from our audience’s teenage years that still gets radio airtime in Singapore to turn our message into an all-new single.

In the style of their classic hits, 'Fallin Apart' that told the story of how life can fall apart without adequate coverage.