#ICanAdult was a digital campaign by the Central Provident Fund (CPF) Board. It aimed to reach out and pique the millennials’ interest on the benefits of planning for the future. To achieve this, the Board deployed its strategy to tailor and deliver content that is simple and relatable, and thus relevant to their lives. We leveraged on the trend of “adulting”—where millennials share their struggles of taking on adult responsibilities on social media—in a bid to create a movement to turn the conversation around from avoiding adult responsibilities to #ICanAdult. In other words, easing them into adulthood, while drawing the importance of CPF and planning early for retirement. Using a creative concept featuring toys from childhood, we captured the attention of those who grew up in the ‘80s and ‘90s and got them to reflect on their own journey towards adulthood. The 4-week campaign reached out to more than 1 million netizens and garnered close to 2.6 million engagements (likes, comments, shares and video views).