Big R Chat​ Central Provident Fund


Challenge: Singaporeans are not thinking or planning for retirement early enough. As such the notion of retirement becomes daunting and stressful especially when you are figuring out on your own or too late.

Insight: Our research showed that our audience was feeling stressed about retirement because they have been trying to figure it out on their own and were also considering it too late in their life.

Solution: We created ‘The Big R Chat’, a movement that encourages Singaporeans to start engaging their trusted loved ones in a conversation and a discussion about retirement Planning.
 Almost 50% were aware of the Big R Chat campaign, and were open to starting a conversation on Retirement if the opportunity arose.
Overall sentiments towards the campaign were positive, with more than 60% neutral to positive on the campaign’s ability to surprise and remind them of what they personally cared about.

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