CLIENT: CPF Board
The task: To get Singaporeans, at all stages of their personal finance journey, to take small steps to improve their financial wellbeing.
The insight: Singaporeans love getting fit. A 2022 study showed that 84% of Singaporeans exercise at least once a week, with more than a third exercising at least four times a week. What if we could help them channel this enthusiasm to their financial health as well?
In the vein of popular follow-along exercise videos, we got fitness influencers to incorporate physical workouts with practical financial tips — tailored to our audiences’ different levels of financial (and physical) fitness.
I also wrote a series of finance articles to accompany each video, getting deeper into the practical financial steps users can take with CPF.
Get FinFit with Me: Time to kickstart your financial journey
Get FinFit with Me: Take your financial fitness up a notch
Get FinFit with Me: Round up your financial journey with these pro tips