MediShield Life is a basic health insurance plan, administered by the Central Provident Fund (CPF) Board, which helps to pay for large hospital bills and selected costly outpatient treatments, such as dialysis and chemotherapy for cancer.

 

The Agency developed a series of TV commercials with print tagged onto the TVC. 

 

The campaign messaging was staggered into three phases:

 

1. Lifetime coverage for all

2. Greater coverage for all

3. Affordable premiums with Pioneer Generation Subsidies

 

The TV commercials were launched on free to air channels in Singapore, where else the print media were launched on national newspapers in four official languages; English, Mandarin, Bahasa Melayu and Tamil.