Prudential partners with R/GA to promote inclusive financial protection for diverse families



Prudential announced the launch of their latest campaign , “Made for Every Family,” a first-of-its-kind campaign that showcases diverse types of families and provides health and protection for every family, whether it be nuclear, extended, cohabiting, or adoptive. Designed to showcase the diversity of families, Prudential partnered with R/GA to build the world’s first family avatar known as the famvatar.

The “Made for Every Family” campaign sets out to show that every family is special and deserves accessible insurance solutions that serve their unique needs regardless of their makeup. With a series of stories, activities, and resources, R/GA and Prudential celebrate the diversity of families and highlight the importance of family protection plans and services Prudential has to offer.

“With greater diversity and inclusivity than ever, the world has changed about what constitutes a family. We are proud to partner with Prudential in transforming the way the insurance industry can recognize, relate and meet the needs of this cultural progression,” stated Shingo Ohno, Creative Director at R/GA Singapore.

The Famvatar embodies the representation of all identities across digital platforms like social media, chat
apps, and games. The proprietary digital platform allows users to create their family avatars with a unique
representation to turn them into a sticker pack. The platform provides the ability for users to customize facial features, skin color, and hair color and allows users to choose their outfits & accessories.

“Family is such an essential part of our lives, and the truth is, families come in different shapes and sizes.
We’re busting the myth of the “typical” family in this campaign. All families, no matter the makeup, deserve equal care” said Roana Brito, Strategy Director at R/GA Singapore.

“Prudential wants to make it easy for people to access insurance and be more financially inclusive. Life insurance is the greatest proof of love one can give to their family and loved ones. We recognise that all families are unique and believe everyone deserves equal access to financial protection. At Prudential, we strive to be relevant to the lifestyle and needs of our customers by providing innovative and targeted solutions covering different types of families” stated Ms Mabel Leung, Chief Officer Brand and Strategic Marketing, Prudential.

“Made for Every Family” campaign reflects R/GA’s ongoing commitment to “Designing a More Human

Future” and commitment to diversity, equity, and inclusion within the company and in communities. 

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