FWD Life Insurance PLC (FWD Insurance) has launched its first brand campaign of 2026, titled “Joy in Every Moment of Living”, reinforcing its continued commitment to distinctive brand communications under its brand promise, “Celebrate living.”
Building on insights around the generation gap, the campaign reframes these differences into a message about living together with empathy and understanding. It shares stories of people across different age groups—each with distinct roles, lifestyles and perspectives—showing that while differences are part of everyday life, understanding is what enables everyone to experience “joy” together.
The concept reflects the growing attention on generational differences and the realities of modern life, where people from multiple generations—with diverse interests and viewpoints—routinely coexist in families, workplaces and society. To explore the issue in greater depth, FWD Insurance conducted a joint study with Human Lab, a human-insight specialist, drawing on YouGov consumer behaviour data from 2025.
The study found that 71% of respondents placed greater importance on understanding and connecting with others whose perspectives or lifestyles differ from their own. Meanwhile, an Ipsos Thailand (2024–2025) report noted that in a society marked by increasingly diverse lifestyles and viewpoints, relationships tend to run more smoothly when people show mutual understanding and respect.
Together, these insights reflect a society in which people continue to live alongside one another despite differences in thinking, lifestyle or life roles. FWD Insurance has adopted this as the conceptual framework for the campaign under its “Celebrate living” brand promise—illustrating how people from different generations can coexist amid differences through understanding, respect and acceptance of each other’s individuality.
Ms. Pavarisa Chumvigrant, Chief Marketing Officer, FWD Life Insurance, said: “For FWD Insurance, ‘Celebrate living’ means everyone can live life as their authentic self—this is at the heart of our brand. This year, we are using the increasingly discussed topic of ‘generational differences’, which is close to everyone’s daily life, as a lens to present the meaning of ‘Celebrate living’ in a multi-generational society. This has become the ‘Joy in Every Moment of Living’ campaign, which shares stories of people of different ages living together—each with different preferences, beliefs and interests—and shows that no matter which generation we belong to, we can live together.”
The campaign draws from relatable situations in both family and workplace settings, portraying shared moments among people of different generations with differing lifestyles, perspectives and roles. It communicates that differences can coexist while individuals remain true to themselves, and will be rolled out through online video content and advertising visuals.
FWD Insurance is also extending the campaign to drive awareness and engagement on social media under the hashtag #JoyInEveryMomentOfLiving, working with KOLs from multiple generations to share the campaign’s ideas through real experiences and perspectives. The aim is to reach audiences across all age groups and reinforce the message that, regardless of generation, everyone can experience “joy” together.
The “Joy in Every Moment of Living” campaign forms part of FWD Insurance’s broader brand communications, which place strong emphasis on diversity and a holistic understanding of society. By telling stories grounded in real lives and a diverse social context, the campaign invites audiences to reframe differences as part of everyday joy—learning to live together with understanding.
