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Prudential’s “Relationship Reconnect” Brand Campaign Encourages People in Singapore To Reconnect with Each Other

  • The digitally-driven campaign uses a “social experiment” based on work done by psychologist Dr. Arthur Aron, and features a number of Singaporean pairs who try to foster a deeper emotional connection by staring quietly at each other for four minutes.
  • Singaporeans are encouraged to try the experiment themselves to see how they can stay better connected with the people they care about, whether they be family members or friends.

Singapore, 22 February 2016: A new brand campaign launched today by leading life insurance company Prudential encourages Singaporeans to take four minutes to improve their personal relationships.

Inspired by mounting evidence of relationship stress among family members and in the workplace, Prudential believes Singaporeans are experiencing what amounts to a compassion and empathy deficit. The Relationship Reconnect campaign, based on work done by American psychologist Dr. Arthur Aron, was borne from the brand’s desire to help deepen people’s understanding of the importance of their personal relationships and the value they hold to them.

The social experiment was overseen by a local counselling psychologist who worked with twelve pairs of Singaporeans in different types of relationships, such as married couples, siblings and parent-child duos. They were asked to focus and look quietly at each other for four minutes in an effort to evoke a deeper emotional connection. The often-poignant moments of their interactions, and the subsequent feedback, was captured for the campaign. For example, Justin Lim Chieng Ho, part of a husband-and-wife pair, said, “During the moment of silence, you start to think of the good things about your wife and that’s why I decided to give her a hug, which I’ve not done for a long, long, long, long time.”

“In today’s world, “busyness” has become somewhat of a badge of honor,” said Mr. Philip Seah, CEO of Prudential in Singapore. “We are constantly rushing, distracted by our phones and emails, barely taking time to acknowledge each other. What we hope to do is encourage people to take just a few minutes of their day, only four, and really focus on the people who matter to them.”

As a brand that believes in ‘Always Listening, Always Understanding’, Prudential aims to provide people with knowledge and tools to help them evaluate and assess their relationships. More information about the positive benefits of empathy and its impact on forming healthier relationships are available from the campaign site, which also includes insights into the science behind the experiment, videos of each pair and tips on improving and enhancing relationships.

Angela Hunter, Chief Marketing Officer, Prudential in Singapore, said, “When we first did the experiment, it was interesting to see the wave of emotions participants experienced – love, pride, sadness, happiness. But more importantly, we were humbled to hear them express the empathy they felt as they realized they had been missing a deeper understanding of that person they hold so dear.”

“Prudential understands the value of relationships – that people purchase insurance for the people they care most about. They are thinking long term and investing and protecting relationships. Relationships are the most precious things in our lives and we need to nurture them through focus and daily behavior,” said Mr. Seah.

The Prudential Relationship Reconnect campaign starts today, and will use a variety of media including television, online and outdoor signage. There is also a dedicated website where people can view and share videos, learn more about relationships and how to try the experiment for themselves.

For more information, visit

For images or interviews on request, please contact:

Elizabeth Wong
Manager, Corporate and Marketing Communications
Prudential Assurance Company Singapore
Tel: +65 6704 7039

Pauline Cheah
VP, Corporate and Marketing Communications
Tel: +65 6535 8988

Gita Kumar
Tel: +65 6825 8022


About Prudential Assurance Company Singapore (Pte) Limited (Prudential Singapore)

Prudential Singapore, an indirect wholly-owned subsidiary of UK-based Prudential PLC, is one of the top life insurance companies in Singapore. We have been serving the financial and protection needs of Singaporeans for 85 years. Our focus is to bring well-rounded financial solutions to customers through our multi-channel distribution network, with product offerings in Protection, Savings and Investment. We are one of the market leaders in Protection, Savings and Investment-linked plans with S$28.7 billion funds under management as at 30 June 2015. In 2014, we were awarded an AA Financial Strength Rating by leading credit rating agency Standard & Poor’s.

For the last 11 consecutive years, we have been awarded the Gold Award in Reader’s Digest Trusted Brands. Since 2007, we have been conferred the People Developer Award by SPRING Singapore for our efforts in training and developing employees and in 2013 and 2014, we were presented with Asia’s Employer of the Year Brand Award by the Branding Institute and the World HRD Congress. Prudential Singapore was also awarded the NTUC Plaque of Commendation (Gold) Award in 2014, and the Singapore Human Resource Institute presented the company with the Leading HR Practices in Quality Work-Life, Physical & Mental Well-Being Award in 2014 and the Leading HR Practices in Lifelong Learning Award in 2015.