Ad campaign highlights harsh realities


  • Community
  • Monday, 24 Oct 2005

ING Insurance’s latest thought-provoking advertising campaign, “You Never Know:, serves as a wake-up call to everybody.  

The campaign projects life’s harsher side with its bold images, such as that of a lonely hospital corridor, a pregnant woman’s belly and the tagged feet of a corpse. 

Aiming to remind people how precious life is and the importance of being prepared in the event of unforeseen circumstances, the campaign is being run in all mass media. 

Advertisements will also be placed on billboards at strategic locations in the Klang Valley.  

The print ads will run until next month.  

ING Insurance president Datuk Christopher Davies said the company believed the campaign could influence mindsets and educate the public on the importance of safeguarding the future by being prepared.  

He said the campaign’s simple yet bold tagline was aimed at jolting people out of their comfortable existence to seriously think about their state of life, health and finances.  

“We have to be realistic about life. There is no harm in highlighting harsh realities to make an impact on people about life and choices that could make a world of difference,” said Davies during the campaign launch in Kuala Lumpur. Also present was executive vice-president Rien Hermans.  

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