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Great Eastern partners Government to advocate pre-planning in Singapore

Great Eastern reaffirms its commitment to helping Singaporeans prepare for the future through pre-planning and shines the spotlight on this topic with the ‘Good Goodbye’ movie sponsorship

Singapore, 28 March 2024 – Great Eastern today announced that it is the first insurer in Singapore to support the Pre-Planning Campaign launched by the Ministry of Health, Ministry of Social and Family Development and the Public Service Division in July 2023. Currently, as the only insurer promoting this campaign, Great Eastern will drive pre-planning through MyLegacy@LifeSG (My Legacy), the integrated digital platform for Singaporeans to plan for end-of-life matters.

Aimed at facilitating pre-planning for Singaporeans nationwide, My Legacy includes information and services on pre-planning such as the Lasting Power of Attorney (LPA), Advance Medical Directive (AMD) and Advance Care Planning (ACP).

LPA is an important document for taking ownership of pre-planning for old age. In a recent survey conducted by the Public Service Division1, over 9 in 10 respondents agreed that it is important to plan and make arrangements in the event they lose mental capacity or pass away. ACP is the process of planning for one’s future healthcare and personal care. It helps individuals communicate to their loved ones and healthcare team about their personal beliefs, values and how they wish to be cared for.

These are crucial tools appointing people they trust to have control of their care and financial matters when they are unable to communicate them, ensuring that they receive care that aligns with their preferences and securing financial and medical preparations in advance.

Great Eastern is well-placed to promote all aspects of life planning for Singaporeans. To promote the nationwide initiative, Great Eastern is offering complimentary certification clinics to help Singaporeans with their LPA and AMD applications through selected Great Eastern Financial Representatives. While LPA application fees are waived until the end of March 2026, certification fees may incur costs borne by individuals.

Great Eastern has a team of trained financial representatives to help Singaporeans navigate the process and make informed decisions about their preferences for trusted individuals to act in their interest in the event of mental incapacity. The pre-planning process is supported with sound financial planning to support their LPA and ACP decisions.

Great Eastern Sponsors Local Movie on Palliative Care

To raise awareness of the initiative, Great Eastern also announced its sponsorship of a meaningful and heartwarming local film centred around the theme of palliative care, a critical aspect of advanced care planning. The movie is titled ‘Good Goodbye’ and prompts individuals to think about the type of goodbye they want to bid their loved ones.

Directed by Singaporean filmmaker Daniel Yam and starring local actors such as Julie Tan, Tosh Zhang, Shane Pow, Yang Shibin, and Teo Ser Lee, the film will open in cinemas on 28 March 2024. Andie Chen will also star as a Great Eastern financial representative, shining a spotlight on difficult yet key conversations that need to happen between individuals and loved ones. Being the sole corporate entity co-sponsoring ‘Good Goodbye’, Great Eastern hopes to inspire meaningful conversations about palliative care and the importance of adequate pre-planning.

“We are committed to driving positive change in pre-planning by supporting initiatives that prioritise the preferences and needs of Singaporeans,” said Colin Chan, Managing Director, Group Marketing, Great Eastern. “Through our collaboration with the Ministry of Health, the Ministry of Social and Family Development, and the Public Service Division, and the co-sponsorship of the film ‘Good Goodbye’, we hope to spark conversations and empower individuals to make informed decisions about their care preferences, ensuring they receive the care and support they need and deserve.”

About Great Eastern

Founded in 1908, Great Eastern is a well-established market leader and trusted brand in Singapore and Malaysia. With over S$100 billion in assets and more than 16 million policyholders, including 13 million from government schemes, it provides insurance solutions to customers through three successful distribution channels – a tied agency force, bancassurance, and financial advisory firm Great Eastern Financial Advisers. The Group also operates in Indonesia and Brunei.

The Great Eastern Life Assurance Company Limited and Great Eastern General Insurance Limited have been assigned the financial strength and counterparty credit ratings of "AA-" by S&P Global Ratings since 2010, one of the highest among Asian life insurance companies. Great Eastern's asset management subsidiary, Lion Global Investors Limited, is one of the leading asset management companies in Southeast Asia.

Great Eastern is a subsidiary of OCBC Bank, the longest established Singapore bank, formed in 1932. It is the second largest financial services group in Southeast Asia by assets and one of the world’s most highly-rated banks, with an Aa1 rating from Moody’s and AA- by both Fitch and S&P. Recognised for its financial strength and stability, OCBC Bank is consistently ranked among the World’s Top 50 Safest Banks by Global Finance and has been named Best Managed Bank in Singapore by The Asian Banker.

#GreatEasternSG #ReachforGreat

For more information, please contact:

Sharan Nanwani
Group Corporate Communications


Patson Goh / Celine Low
BlueCurrent Group for Great Eastern