Legal&General: Things that go bump in the night

Financial services company Legal & General encouraged understanding of the importance of life insurance by emotionally connecting with parents of young children in the UK.

Campaign background

How to change the way parents think about life insurance in a positive way?

By bringing to life a creatively-led campaign, Legal&General set out to speak to parents through the voices they cherish the most: children.

Strategy

Nobody wants to think the unthinkable: the idea of not being there to protect your child.

But that was the challenge faced by Legal&General.

How to change the way parents with young children think about life insurance? How to encourage the understanding that these policies maintain family wellbeing - and financial security - in the face of uncertainty?

It was crucial...

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