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...