Income Insurance has unveiled a new personal accident (PA) insurance plan, 'PA Fitness Protect', specifically tailored for fitness enthusiasts. The plan was launched with the help of a character dubbed 'The World’s Safest Athlete', a creation of BBH Singapore. This move comes as a response to a study by Milieu Insight, which revealed that while 73% of fitness fanatics believe personal accident coverage is important, less than half actually possess such coverage.

For over 18 months, Income Insurance has been positioning its PA portfolio as a fitness/sports coverage solution. This strategy has seen the company engage in several initiatives, including partnering with athlete Shanti Pereira, launching 'comeback workouts', and becoming the official insurance sponsor for the Singapore Athletic Association.

The 'PA Fitness Protect' plan is touted as a comprehensive coverage solution for fitness enthusiasts, boasting first-in-market features such as equipment coverage. The campaign for the plan is spearheaded by a stylised film, 'The Super Safety Briefing', which humorously underscores the need for personal accident protection. The film, a product of BBH Singapore, is being aired on various platforms including YouTube, Facebook, Instagram, TikTok, Golden Village, StarHub, and the Income Insurance website.

In addition to the film, the campaign also includes appearances by 'The World’s Safest Athlete' at sporting and community events, and partnerships with fitness and lifestyle brands such as Revolution Cycle, The Cage, TheSmartLocal, and JustRunLah!.

Janson Choo, Executive Creative Director at BBH Singapore, commented on the campaign, saying, 'When you’re someone who’s really into fitness, safety measures could often be neglected due to complacency. And since we’re not handing out safety suits (sorry), we’ve got the next best thing—Income Insurance’s PA Fitness Protect.'

Dhiren Amin, Chief Customer Officer at Income Insurance, added, 'As more people embrace an active lifestyle to enhance their mental and physical health, there also comes a heightened risk of potentially sustaining injuries.'

'While there are more than one million fitness enthusiasts in Singapore, many lack or do not have sufficient sports-related insurance coverage. Being people-first and recognising this gap in customers’ protection needs, we designed an industry-first personal accident plan with 2X coverage for tears, dislocations and fractures, plus sports equipment coverage.'