Life insurance can be a difficult sell: it’s a product built on a benefit you’ll never see, for a day no one wants to think about.
For too long, the category has hidden behind soft-focus smiles or leaned into heavy-handed shock tactics to get people to act. We knew it was time to help L&G ditch the cookie-cutter approach and tackle the emotional reality of life insurance head-on.
Introducing Protect Life As They Know It: our new campaign for L&G – reframing life insurance from a morbid admin task into the quietest, bravest act of love a parent can make. Instead of just selling a financial payout, we’re selling stability and the continuation of the routines your children love.
We’ve rolled out this poignant narrative – highlighting the profound comfort of keeping a child’s world intact, even when you’re no longer here – across TV, digital, social, YouTube, and direct mail.
Find out more about how we turned one of the hardest products to sell into a powerful story of everyday protection here
