Income Insurance: Fallin’ Apart

Income Insurance has released 'Fallin' Apart', a brand new single and music video commissioned from a famous 2000's rock band The Calling, to headline Income Insurance's new Protection campaign. The starting point was the insight that most Singaporeans do not have adequate protection for their life stage, which can often be overlooked. Based on a Protection Gap study by the Life Insurance Association, Singapore faced a 20%mortality protection gap and 80% critical illness (CI) protection gap. As a brand that puts people first, Income Insurance wants to encourage people to have conversations about the underinvestment in health and critical illness coverage and recognise the downsides of not having adequate protection. BBH Singapore and Income Insurance collaborated with The Calling, the rock band behind the 2001 smash hit 'Wherever You Will Go' to write and record a brand new single. ‘Fallin’ Apart’ emotively conveys the stress, uncertainty and raw feelings which can result from an unexpected health issue, married with the realisation that one is not adequately covered. It delves into the themes of resilience and courage to face life, even when it is falling apart. The band proved the perfect choice for the collaboration, given their deep connections to the 30-40 year old target audience who grew up listening to their music, their passionate fanbase in the region, as well as the band’s ability to stir heartfelt emotions through their lyrics. The song’s powerful chorus, featuring vocals from lead singer Alex Band, states ‘Everything’s fallin’ apart, Everything’s gone too far, I would put it back together, If only I could’, perfectly capturing the regret and anxiety which can arise when people are faced with unexpected challenges in life, such as a medical diagnoses and the likely impact on their lives and loved ones. At the end of the video, viewers are directed to the campaign microsite where they can assess the potential size of their own insurance protection gap via a “protection gap calculator”.