How FWD’s creator-led campaign is reframing mental health.

Client: FWDCreator: Snapdragon Studio

The challenge

In order to address the way people think about their mental health and how they overcome the taboos and stigmas commonly associated with it, Pan-Asian insurer FWD needed a campaign that would enable customers to proactively, privately and positively strengthen their minds.

The objectives of the campaign were to deliver value to customers and reframe consumers’ views on mental health while highlighting FWD Mind Strength and Hybrid Medical, a new standard for insurers and an insurance offering for mental health.

The work

Genero and Snapdragon Studio produced the ‘Mind Strength’ campaign across Malaysia and Thailand, using well-known ‘positive lifestyle’ creators, such as Amyra Rosli and Hun Haqeem.

The campaign was brought to life through call-to-action videos on FWD’s YouTube channel, and an edutainment web series available through their Learning Centre on their website. Static social assets and shortened call-to-actions were also implemented into the influencers’ social channels for further reach, as well as OOH assets.

“FWD Mind Strength aims to change how mental health is commonly viewed, so we wanted the campaign to be informative yet engaging. Finding the right influencers was key because we wanted to create a conversation in an honest and authentic way, and encourage people to care for their mental health. This higher purpose made this campaign personally satisfying and an absolute privilege to work on.”
Nur Sidri, Snapdragon’s Director

“This collaborative production brought together influencers, the FWD client, the Snapdragon team and our own team with stakeholders across Singapore, Malaysia, Thailand and Hong Kong. The Genero production platform streamlined the collaboration process, and with the FWD team being social media savvy and all stakeholders sharing the same creative vision, it was an absolute pleasure to bring this important campaign to life”.
Celevel Ranoco-Butler, Group Business Director of Genero