New Cummins&Partners Campaign Asks If You’re “Good To Go”, AKA Die

New Cummins&Partners Campaign Asks If You’re “Good To Go”, AKA Die
Emma O'Leary
By Emma O'Leary



A new campaign by the Public Trustee and Cummins&Partners SA offers peace-of-mind to South Australians by encouraging them to prepare a Will. The impactful imagery and messaging of the campaign challenges people by asking “are you good to go?”.

The bold new direction aims to disrupt complacent behaviour through radio, outdoor and online advertising.

The Public Trustee, Debra Contala, said, “Research tells us that one of the strongest benefits of finalising a Will is peace-of-mind. It’s that feeling of relief you get knowing that every aspect of your estate has been accounted for and will eventually be taken care of for you.”

Cummins&Partners SA creative director, Jason Hollamby, added, “People who have a Will often express a heightened sense of being able to get on with life, no matter what happens next. This is exactly the sentiment we’re looking to express in this new campaign.

“Death can be confronting, which means almost 40 per cent of Australians die without having a Will. This can put a lot of stress on loved ones. By taking a more humorous and positive approach we’re hoping to change people’s avoidance behaviours.”

Cummins&Partners SA managing director, Bronwen Gwynn-Jones said the agency is thrilled to have had the opportunity to work with Public Trustee on a campaign that will make such a positive difference to so many in the community.

“Many people do not realise the implications on family and loved ones when a Will is not prepared. It can be a simple process, that can give enormous peace of mind,” she said.

 




Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]