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Astra Life drives millennial to be financially smart through #BetterSandwichGen
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he issue of financial planning has frequently been addressed recently, with focus given to the so called “Sandwich Generation” in Indonesia. Why?
By definition, the Sandwich Generation is associated with the role that working adults of the millennial generation play in supporting their family, which includes ageing parents. This means that they have to have sufficient funds to meet their own needs and those of the ones they love, which for many, remains a great challenge.
A survey by Katadata Insights Center on behalf of Astra Life in September 2021 of 1,828 respondents aged between 25 and 45 spread across Indonesia, showed that 83.6 percent of the Sandwich Generation in Indonesia were confident about their ability to support their family, but in reality, only 13.4 percent are financially capable of meeting basic needs, saving and being able to invest.
This unhealthy situation, at least when related to the long-term financial needs of the millennials, prompted life insurance provider, PT Asurasi Jiwa ASTRA (Astra Life) to initiate a financial planning-encouragement campaign called, #BetterSandwichGen - Dimulai Dari Kamu (It Begins With You) last year.
With the campaign, Astra Life was eager to encourage millennials, including those of the Sandwich Generation to achieve a degree of financial planning that will make them financially capable or prepared and which will allow them to perform their family obligations for the long term.
Astra Life President Director Windawati Tjahjadi said during the launch of #BetterSandwichGen - Dimulai Dari Kamu that by financial planning, such as by owning an insurance policy or joining an insurance program, “We’ll have the strength to perform our responsibilities and make them [those whom we support] happy.”
The innovative campaign rolled out last year continues to echo loudly, with more initiatives on offer, which has attracted more families from the Sandwich Generation to join up.
One of the inspiring programs is the #BetterSandwichGen Masterclass, a series of talk shows held virtually through Instagram Live and Zoom Webinar. No fewer than 12 sessions of Live Instagram and 11 sessions of Zoom webinars were organized throughout 2021, attended by at least 45,000 participants. To suit the target audience, the #BetterSandwichGen Masterclass involved a number of influencers and content creators, including Felicia Putri, Prita Ghozie, Annisa Steviani, Fellexandro Ruby, Andhika Diskartes, Aliyah Natasya and Jonathan End.
With their respective personal styles, they shared knowledge and experience regarding financial planning, which is expected to inspire the millennial generation to manage their finances better and maximize their potential in investment and to understand the role that life insurance plays in managing the risks that can arise at any time.
“The #BetterSanwitchGen campaign aims to help educate the Sandwich Generation in Indonesia to make them financially literate and enable them to prepare financially for themselves and their family. We believe that this campaign helps enhance financial literacy and also raises awareness about the importance of owning protection products. Moving ahead, we hope that we can continue to assist the public, particularly the Sandwich Generation, to live every phase of life peacefully and securely and, of course, love the life,” said Windawati Tjahjadi.
Astra Life is well aware that financial planning is only one of the challenges that the Sandwich Generation is facing. There are many other challenges, such as health. This is why Astra Life also provided a special session under #BetterSandwichGen Masterclass, discussing the importance of wellbeing for the Sandwich Generation. Dr Jiemi Ardian, Yasa Singgih, and Andra Alodita participated in the session as resource persons, highlighting physical and mental health in facing the future.
Dr Adam Prabata aso took part in sharing valuable information surrounding COVID-19 on how to main wellness amid the pandemic; while the meditation session featuring Pishi Yoga shared tips on how to cope with anxiety, which potentially attacks the younger generation, including the Sandwich Generation as a result of various life challenges.
A special session on family was discussed in another session on a different day, with Rani Anggraeni, Samanta Elsener and Kadek Arini presented as the resource persons.
Apart from the talk shows, the education initiatives for the Sandwich Generation were also packaged into various attractive and inspirational motivating content on the entre Astra Life communication platform through the #BetterSandwichGen campaign.
