Great Eastern reminds parents to embrace imperfect parenting

Great Eastern’s latest campaign, created with BLKJ Havas, is an  empathetic message of love to all Asian parents. 

As parents, we often hold ourselves to high standards. We strive to be perfect for our children,  but the truth is, no one is flawless. And in fact, great parenting doesn't require perfection. This is  the empowering message behind the latest regional campaign, launched across Singapore,  Malaysia, Indonesia and Brunei, by BLKJ Havas and Great Eastern. 

The campaign addresses the unique pressures that Asian parents face and encourages them to  embrace their imperfections and to be kind to themselves when they fall short. Unveiled through  a heartwarming 60 sec film, it serves as a poignant reminder that every parent needs a little help  along the way and with Great Eastern, parents can seek financial guidance to protect their families  and fulfill their aspirations.  

The campaign is further amplified through out-of-home executions across taxis, buses, MRT  station displays and ongoing social content sharing parenting stories and tips. It also marks a 

significant milestone for the brand as it follows on from the 2022 launch of Great Eastern’s new  brand promise, "Reach for Great”. 

Keith Chia, Head, Group Brand & Marketing of Great Eastern, said: “We understand and  empathise with the pressures modern parenting places on our customers, and we’re here to  partner with them through their parenting journey. With our financial advisory and tailored  solutions we provide the assurance they need, so that they can be empowered to reach for their  dreams, hopes and ambitions.” 

Joji Jacob, Co-Founder of BLKJ Havas, said: “Being a parent is tough. Being an Asian parent  is tougher because we hold ourselves up to unrealistic standards. With this campaign we wanted  to verbalise what every Asian parent is thinking but not saying. We don’t have to be perfect  parents to do right by our kids. And with that message we hope to give parents a bit of a breathing  space and draw their attention to the well-thought out plans that Great Eastern offers for every  stage of a child’s life.”