In 2024, financial stress was everywhere. Living costs was up. Mental health was down. And with the CPF Special Account closure, Singaporeans were more anxious than ever about retirement.
Financial advice (usually touted as the answer) wasn’t helping. Because when people are stressed, they don’t want charts or complicated instructions.
They want clarity and calm.
Financial advice (usually touted as the answer) wasn’t helping. Because when people are stressed, they don’t want charts or complicated instructions. They want clarity and calm.
So instead of acting like another financial expert, we decided to act like a therapist.
A campaign that reimagined how peaceful financial advice could feel.
Every touchpoint was designed to feel like self-care:
We began with sound. Each film was tuned to 432 Hz and layered with calming audio textures, turning every ad into a meditative moment of pause, not pressure.
Next came colour. Using chromatherapy principles, we designed calming visuals for each CPF pillar to create an environment of trust and reflection.
At the heart was the CPF Hub, a digital sanctuary with tools, guides, and editorial stories that allowed people to plan at their own pace.
With reflections from real Singaporeans and content grounded in intention, the experience helped users reconnect with what truly matters and showed that financial calm is within reach.
Retirement planning
Understand compound interest
Home Budgeting
Healthcare planning
Audiences engaged with the campaign not just as financial advice but as a much-needed pause from the noise of everyday life.
Watch the case film
A therapeutic approach to financial literacy
By reframing financial planning as an act of self-care, Find Your Financial Calm showed that financial literacy doesn’t have to be intimidating. It can be empathetic, human, and even therapeutic. And in doing so, CPF opened a new way forward for how financial institutions can communicate with the people they serve.