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.
