CTF Life goes beyond insurance to empower lifelong aspirations

In a fast-paced city shaped by ambition, CTF Life has long been committed to supporting Hongkongers through every stage of life. Guided by its customer-centric strategy, the company empowers people to pursue their aspirations with confidence, actively delivering on its brand promise of creating value beyond insurance.

Grounded in this shared spirit, CTF Life unveiled the “Aspiration Ride” (志願號) themed tram as part of its broader campaign, “Your aspiration. Our aspiration.” (守護每個《我的志願》). Running from 2 to 29 September, the tram transformed a beloved transit icon into a colourful tribute to ambitions, encouraging Hongkongers to look up, reflect on their goals, and embrace the support that helps turn possibilities into reality.

A moving canvas of aspirations

Beginning its journey on 2 September, the “Aspiration Ride” tram featured a colourful, illustrated exterior showcasing more than 100 aspirations collected through CTF Life’s social media platforms. Drawing inspiration from traditional Chinese composition paper, the tram transformed everyday public transit into a moving canvas of dreams across the city.

“Every aspiration tells a story. Some stay with us for life, while others evolve as we move through different stages,” said Ruby Kwan, marketing director at CTF Life. “Everyone around us shapes how we grow, explore, and move forward with purpose.”

To deepen the campaign’s reach, the insurer expanded the tram activation with a prominent tram shelter takeover on Paterson Street in Causeway Bay. Situated in one of Hong Kong busiest shopping districts, the installation prompts passers-by to pause and reflect on their aspirations.

Extending impact across the community

As part of CTF Life’s 40th anniversary celebrations, the campaign also reinforced the brand’s commitment to growing with Hong Kong and creating value beyond insurance. In August, CTF Life hosted the “CTF Life 40th Anniversary Presents: Growing Up Together – Hong Kong's Giant Panda Twins Birthday Celebration” initiative at Ocean Park Hong Kong. Fully supported by the Chow Tai Fook Charity Foundation, beneficiaries from nine local NGOs were invited to take part in the event, fostering positive values and inspiring aspirations across generations.

Marking the second birthday of Hong Kong's first locally born giant panda twins, Jia Jia and De De, the event brought together life education, conservation, and family engagement. Highlights included a preview screening of From 100 Grams, Hong Kong’s first documentary on the twins’ early development, as well as exclusive panda-themed experiences for CTF Life ‧ CIRCLE members and their families.

Multigenerational digital storytelling

Extending the campaign from physical touchpoints to digital channels, CTF Life collaborated with influencers from different generations—including jazz pianist Joyce Cheung, Artem Ansheles, child influencer Aiden, and CTF Life Planners—to illustrate how aspirations evolve across different life stages.

In a social video feature, Joyce Cheung reflected on her journey from striking her first piano key to navigating the uncertainties of a professional music career. Comparing the journey to jazz—improvised, unscripted and constantly evolving towards balance—Cheung’s narrative showed how encouragement and preparation helped transform childhood passion into a meaningful future.

This commitment to creating value beyond insurance extends deep into the community through active life-enabling partnerships. Earlier this year, CTF Life sponsored the Kai Tak Sports Initiative “Fencing Plus Training Programme” to support young athletes in pursuing their aspirations, fostering a vibrant, health-conscious community.

In addition, the insurer expanded its exclusive collaboration with PSG Academy (GBA, China) to bring world-class Paris Saint-Germain Academy football training and sports initiatives to Hong Kong and Chinese Mainland. Through these initiatives, CTF Life continues to empower youth development and holistic wellbeing.

“The ‘Aspiration Ride’ is a key element of an integrated campaign designed to bring the conversation around aspirations into everyday life,” noted Kwan.

“Through outdoor advertising, creator collaborations, and digital storytelling, we hope to encourage people to recognise that every aspiration represents a future worth pursuing. At CTF Life, we are committed to walking alongside our customers across our four brand pillars—Wellbeing, growth, health, and wealth—helping them pursue their aspirations with confidence.”

From the city’s streets to community and digital platforms, the campaign brings CTF Life’s aspiration-led message to life in ways that are visible, relatable, and deeply rooted in Hong Kong. More than a brand initiative, it reflects the Company’s enduring commitment to supporting people as they define, pursue, and realise their aspirations at every stage of life.

This article is done in collaboration with CTF Life.