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.
Seven West Media has enhanced its audience intelligence offering for advertisers thanks to a new partnership with Australian mobile location intelligence platform LANDMARKS ID. LANDMARKS ID enables SWM to integrate its technology directly into the 7plus app to collect, analyse and provide rich audience profiles on 7plus app users. The new partnership improves SWM’s ability […]
Focusing “more on outcomes and less on hours” can play an important role in evening the playing field when it comes to flexible work, LVLY co-founder and chief executive Hannah Spilva believes. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their […]
The Big Ideas Store, Powered by Nine, is now open, returning for its third year with a jam-packed lineup of virtual events, workshops, research studies and speakers celebrating BIG IDEAS and BIG THINKING that make advertising famous. Normally presented as a pop-up store in Sydney and Melbourne, The Big Ideas Store has gone virtual for […]