At Prudential, by listening and understanding all your needs over the past 170 years, we’re committed to be your trusted partner to deliver a sustainable development and steady future in a digital world. Today, we know that you expect more from us. To listen. To understand. To respond. On that note, Prudential has unveiled our brand commitment: Listening. Understanding. Delivering. 

With our new brand line, we believe that everyone should have the opportunity to progress in life.


“WE DO – We Are The People That Do” campaign

“We DO” is a clarion call to the Doers inside all of us. Our “We DO” campaign celebrates the power of the human spirit and is inspired by the innovative drive and optimism in today’s generation of customers. We call it “We DO”, because we are focused on you.

We believe that everyone should have the opportunity to progress in life, and we are committed to being your trusted partner as you pursue your passions and navigate life's milestones. We share your pioneering spirit by driving innovation in everything we do. Every day, we serve your evolving health and protection needs, by listening, understanding and most importantly, delivering.


In the context of a busy life with much to worry nowadays, an invisible gap among family members starts to appear due to the lack of listening, sharing, and even further, taking actions to express your love for one another. 

With this branding campaign, Prudential does not only raise awareness of family values by listening, understanding, but delivering as well. Because Prudential believes that “Commit to caring by truly understanding” is important to fostering family bond and cultivating love.


“I’M FINE” campaign

Sometimes, we have to suffer for the sake of our precious. By saying I’m fine to reassure our family member, keep them from worry, protect them from suffers; make us not fine at all. The more we say, the more we accumulate negative feelings. Understanding those suffering, Prudential would like to bring up the truth behind “I’m fine” with the hope of sharing and understanding from their family, eventually supporting them at the right time.


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