Mar 30, 2016
NTUC Income Start Retiring is a millennials-targeted campaign for retirement planning. Encapsulating the vibrant energy of the young in a series of bus stop posters and videos, the company’s attempt at engaging its audiences on a topic that is typically avoided by the youthful crowd and traditionally viewed as boring and sombre, is commendable. Despite the backlash caused by endorser Rebecca Lim's staged departure from her acting career as part of the company’s initiative to garner awareness, the message on early retirement planning is presented with clarity and will appeal to the intended audience.