Life insurance is a hard product for IFAs to sell, so we needed to give them new ways to talk about it. Applying behavioural economics and specially-commissioned YouGov research, this campaign builds the case for buying life insurance by starting a conversation on the value of family life.

We created highly effective broker and consumer communications quite unlike anything else in the market. Results were excellent and the campaign generated strong social media attention. And most importantly, we gave advisers new enthusiasm for talking to clients about life insurance.