PRULady ads focus on female health

The PRUlady drive offers female-oriented coverage for areas such as breast cancer, pregnancy complications, infant congenital illnesses and breast surgery. According to Prudential Assurance Malaysia marketing and brand communications director Abhishek Bhatia, women's health coverage in Malaysia is often overlooked by generic insurance plans.

"The female health category is mostly untapped," said Bhatia, adding that 81 per cent of Malaysian women do not own any form of health or life insurance. "There are a number of reasons for this: low consumer knowledge of female-related illnesses and low awareness about the insurance options available."

The Ogilvy campaign employs long-copy print executions and ambient to raise awareness of the "harsh realities" of such illnesses, and of the need to be prepared.

"It was felt that a long copy ad would be most effective to convey the very poignant message that there is no room for complacency," said Ogilvy & Mather Singapore ECD Sonal Dabral. "The campaign educates the target on the importance of practising pro-active self-protection."

In Asia, PRULady is already available in Singapore, the Philippines, Vietnam and Hong Kong. "Although the campaign is direct, it's not intended to instil fear among the group, but send a clear  message that communicates the real facts. Numbers are an important reality that will make our audience sit up and take note," added Bhatia.