NTUC takes a bite out of the 'sandwich generation'

The cycle of filial piety and financial pressure that faces many Singaporeans sees them dubbed the 'sandwich generation' and NTUC Income, one of Singapore’s largest insurers, has launched a campaign that seeks to end the sandwich generation cycle.

Created by BBH Singapore and directed by Roslee Yusof through Freeflow Singapore, the campaign, which uses the tagline positions NTUC as a partner in retirement planning and aims to educate young parents of the role they can play in ending the vicious cycle of financial dependence on their children by planning for their retirement.

“The thing about being a sandwich generation is that many of us have a defeatist attitude towards it," said Janson Choo, BBH Singapore Creative Director. "We think of it almost like part of adulthood or growing up, and it becomes a vicious cycle from parent to child. So when Marcus and his team proposed the idea of ending the "sandwich generation", it immediately resonated with us. There is a way out. It's not going to be easy, but we can be the last, so that our children won't have to be sandwiched in the future.”