Legal & General is launching a major digital campaign to back its TV ads promoting life insurance, which launches this week.
Devised by Wunderman UK, the long-form video focuses on the theme of ‘protection’, and is centred on how parents with young children think about life insurance and how it can help them protect their family’s wellbeing, as well as their financial security should the unthinkable happen.
To bring this to life, the Wunderman UK activity captures children explaining their biggest fears, through a world of monsters, snakes and scary clowns, in a move designed to show that a child knows that their parents will always protect them.
The video links through to a written guide, in partnership with a prominent child psychologist, discussing ways in which parents can help their children feel safe and secure.
L&G insurance marketing director Paula Llewellyn said: “No one likes to think about dying early, and parents with young children may find it particularly difficult to reflect on how their family would cope should the unthinkable happen. So our latest campaign focusses on how we can help parents feel good about their role in keeping their children safe and secure, and empowers them to continue doing so. We feel the content that Wunderman have produced for this campaign helps to demonstrate how we are supporting families in the UK, and demonstrates the brand’s commitment to “making life better”.”
Wunderman UK managing director Chris Daplyn added: “They say you should never work with animals or children. But, in this campaign, it is the honest, unprompted thoughts directly from the kids that grabs you emotionally and inspires you to take action on a subject you’d probably rather not think about. This campaign is just part of a bigger digital strategy that will use content and experiences to connect with consumers and show that Legal and General is an accessible brand that cares.”
The TV push has been devised by JWT and will run for a month.