Prudential Financial: Everyday Bravery

Financial products and services provider Prudential used an online campaign to inspire fresh consideration of its services and financial solutions among working US consumers.

Campaign details

Brand: Prudential FinancialBrand owner: Prudential FinancialLead agency: Prudential MasterbrandContributing agencies: Prudential FinancialCountry: North AmericaIndustries: InsuranceMedia channels: Radio & audio, Social media, Websites & micrositesBudget: No budget

Executive summary

Purchasing life insurance, preparing financially for retirement and investing are easy to avoid. To the average consumer many of these actions are intimidating, unpleasant to think about and difficult to understand. Meanwhile, in part because of consumers' reticence, real financial issues are in play today:

  • Only 50% of Americans currently carry life insurance.
  • In general, life...

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