In Singapore, when a couple has a child, the government gives the family 800 dollars to welcome the child, credited to a card with the child’s name. This is called the CDA account.
Our task was to create a unique campaign to raise greater awareness of the CDA account.
The previous campaign had been successful, offering Grab rides to pregnant moms with a promo code for a free ride.
After conducting a focus group with 100 people, we gained an insight: most of the communications did not include the father.
We discovered that when women are expecting, fathers also experience significant financial worries. In the Asian context, men often worry about money more than we previously understood, especially when their wives are expecting.
We realized that, visually, it might feel as though the father is ‘pregnant’ with the family’s financial worries.
To convey this message in a fun and engaging way, we enlisted Alfred Sim, an expecting father, to wear an empathy belly, acting as a proxy for all fathers-to-be. He underwent three typical scenarios that all expecting parents go through, highlighting the shared experience. This approach aimed to demonstrate that while women experience childbirth, fathers also share in the financial concerns and would appreciate understanding and empathy.
Chief Creative Officer: Chris Chiu
Creative Director: Francis Ooi, Chris Lim
Senior Art Directors: Jaz Loh, Elmy Thong
Senior copywriter: Stella Leong
Concept & Ideation: Jaz Loh, Stella Leong
Music & Talent: Tay Kewei, Alfred Sim
Account service: YiWen Chan, Yvonne Tan, Ng Hwei Yun
Director: Thila, Abundant productions
