Over-50s financial services specialist SunLife has signed a new partnership with Mail Metro Media, launching a campaign designed to change the national conversation around later life and funeral planning.
Brokered by SunLife’s media agency, Medialab, “The Voice of the Over 50s” campaign explores the emotional, financial and practical realities of later life and funeral planning, while encouraging more open conversations between generations about the steps families can take to prepare for what lies ahead.
SunLife chief executive Mark Screeton said: “Planning for later life and what happens after we die is something every family will face, yet these are conversations many of us naturally put off. At SunLife, we want to help change that.
“By encouraging families across the UK to talk more openly about what matters to them and the practical and financial decisions that come with later life and funeral planning, we can help people feel better prepared and give their families greater confidence and peace of mind when the time comes.”
Branded SunLife content focused on later life and funeral planning will feature across Mail Metro Media’s premium long-form environments across print and digital platforms, including Daily Mail, Metro, This is Money and The i Paper.
This is Money has also created a new Later Life Planning editorial channel in partnership with SunLife. The campaign wil harness EDITS, Mail Metro Media’s social-first video format, creating further opportunities to engage audiences through highly shareable content and extend the conversation across social channels.
Drawing on the reach of Mail Metro Media’s platforms, including Daily Mail’s Deep Dive format, the campaign will use insights from SunLife’s annual Cost of Dying Report and Life Well Spent Report to explore the conversations too often left unspoken. Expert voices, real-life stories, data-led journalism and practical guidance will help people approach later life and funeral planning with greater confidence.
Mail Metro Media managing director of commercial editorial Steven Fletcher said: “This partnership provides an incredible opportunity to break the taboo and bring the subject of later life planning into the mainstream. By delivering compelling content that is both accessible and relatable, we are proud to be part of a campaign that will help families navigate deeply emotional journeys with greater financial confidence and clarity.”
Medialab executive director Steve Parker added: “In a category where trust is paramount, building an authentic relationship with audiences is critical. This brilliant partnership allows us to take a vital conversation to a national audience while placing SunLife right at its heart.”
Related stories
SunLife aims to strike gold with frontman Martin Kemp
SunLife builds new team with Vanquis chief as CMO
Phoenix Group hands Standard Life brief to Medialab
Medialab nets £30m SunLife data-driven media brief
SunLife’s equity release: Would you trust ‘our Carol’?
Be the first to comment on "SunLife opens up about later life with Mail Metro Media"