People are overall living longer — and that’s good news. The challenge is that those who live longer may find that their retirement savings are insufficient. The same pattern repeats across regions worldwide, with retirees in major economies and developing countries, where recent economic development and better conditions have also contributed to a similar challenge.

Such changing demographic patterns are significantly altering how governments and the private sector forecast healthcare spending and account for their future pension liabilities.

The campaign showed how the rise in longevity affects financial planning, offering wealth solutions to help people make better financial decisions. We considered different demographics, given the bank's global footprint. The message required targeted messages according to each market.

The campaign rolled out globally, focusing on Standard Chartered main markets in Asia, Africa and the Middle East; and in different channels such as TV, digital, social, and OOH.