State Trustees Urges Aussies To Talk About The Things That Matter In New Campaign Via Icon Agency

State Trustees Urges Aussies To Talk About The Things That Matter In New Campaign Via Icon Agency

When things get difficult most people change the subject or avoid it altogether – especially when it involves things like serious illness, death or disability.

State Trustees’ new ‘Let’s talk’ brand campaign from Melbourne-based integrated agency Icon, is designed to raise awareness and rally people to talk about and prepare for some of the most difficult times in life.

03_Outdoor_CityLinkNMelb-thumb-400x94-293478

State Trustees helps people, their loved ones and families arrange their legal and financial affairs in the event of death, disability, injury or major illness.

02_Outdoor_ChadstoneSC-thumb-400x105-293475

They’re there to support people during some of life’s most difficult times.

Icon Agency’s creative director team, Ed Bechervaise and Rod Clausen believe the best way to approach such a difficult subject is to just start talking.

Bechervaise said, “Strategically we want State Trustees to become the most connected brand in a disconnected category – and to truly connect, you need to be honest.

06_Adshel-thumb-400x605-293481

“‘Let’s talk’ encourages less talk about the fluffy things and more about the meaningful things – such as getting our legal and financial affairs in order.

“If we can all find time to talk about the things that really matter, we can make the best decisions for the future.”

Joint creative director Rod Clausen added. “It’s a highly complex and emotionally charged area, involving stuff none of us want to think about, let alone talk about.

07_Adshel-thumb-400x605-293484

“On one level ‘Let’s talk’ is all about getting us to open up and have conversations with our partners, closest family or carers.

“To find out what we should do, if things go wrong and put arrangements in place. But it goes way deeper than that.

“‘Let’s talk’ is about sharing how we feel with loved ones and not leaving important words unsaid. It’s also a call to action – to get people to talk to each other, and when the time is right, to talk to State Trustees.”

The campaign featuring thought-provoking, completely silent cinema executions, goes to market, supported by outdoor supersites, ooh and radio.

08_Herald_Sun_Press_Ad-thumb-400x580-293487

While topical executions in social and digital channels like Spotify will take State Trustees to a new audience.

State Trustees acting CEO Agata Jarbin said, “Through this campaign, we wanted to send out a bold message encouraging all Victorians to have those uncomfortable conversations and prepare for those difficult moments in life.

“Each day, we support our clients to organise their affairs through Will writing, Powers of Attorney, and provision of Executor and Financial Administration services.

silent2

“We want to reach out to people who may not have thought about our services and ensure they have the same security and peace of mind.

Icon group account director Hazel Tiernan commented, “It’s been great to work with a client who truly understands how different communications channels tell different parts of a brand story.

“This has allowed us to maximise reach and cost efficiency with true integration.”

silent1

Icon is responsible for delivering creative brand strategy, campaign creative, implementation, public relations and social media.

 




Please login with linkedin to comment

mental health OOH state trustees

Latest News

Pinterest Pins Down Laura Gaffney For Director Of Business Marketing APAC & EMEA Role
  • Technology

Pinterest Pins Down Laura Gaffney For Director Of Business Marketing APAC & EMEA Role

Pinterest has appointed Laura Gaffney (pictured) as its new director of business marketing for EMEA and APAC. Based in Dublin, Gaffney will report to Stacy Malone, Pinterest’s VP of global business marketing. Gaffney will lead Pinterest’s business marketing initiatives in these regions with the goal of raising the visibility and comprehension of Pinterest to support […]

Vision Australia’s Carols By Candlelight Sparkles With QMS
  • Advertising

Vision Australia’s Carols By Candlelight Sparkles With QMS

Leading digital outdoor company QMS is proud to announce its support for the 86th Vision Australia Carols by Candlelight presented by AAMI, which will be held at Melbourne’s Sidney Myer Music Bowl on Christmas Eve. This year marks the second consecutive year QMS has supported the beloved Australian tradition, which has a longstanding history of […]

Melbourne Holocaust Museum Unveils New Brand Identity Via CHEP Network
  • Campaigns

Melbourne Holocaust Museum Unveils New Brand Identity Via CHEP Network

The Melbourne Holocaust Museum has unveiled its new brand identity, designed in partnership with CHEP Network. The museum, formerly the Jewish Holocaust Centre, was renamed and redeveloped in April and is now open to the public, with a vision to ignite visitors’ sense of humanity, kindness and bravery through the voices of survivors. Inspired by […]

Outback Steakhouse Launches Bone-Chilling Christmas Ad
  • Campaigns

Outback Steakhouse Launches Bone-Chilling Christmas Ad

Outback Steakhouse — the Aussie-themed American eatery with a handful of Antipodean outposts — has launched a truly terrifying Christmas ad. Starring “Koala on the Walla” riffing on the “Elf on the shelf” meme, the near 90-second spot features a slightly overly shrill children’s choir and a voiceover from the Koala in an almost passable […]

TikTok Launches “Year On TikTok 2023” End Of Year Wrap
  • Media

TikTok Launches “Year On TikTok 2023” End Of Year Wrap

2023 was the year we learned a new life hack (or two!), laughed out loud, and couldn’t stop thinking about the Roman Empire. Our global community of over 1 billion people, including 8.5 million Australians and 350,000 Australian businesses, continues to come together to connect on TikTok, positively influencing culture and impacting lives. From foolproof […]

Innocean & Australian Marine Conservation Society Partner With Australian Artists To Launch “Fantastical Sharks & Rays” Exhibition
  • Campaigns

Innocean & Australian Marine Conservation Society Partner With Australian Artists To Launch “Fantastical Sharks & Rays” Exhibition

Hot off the heels of winning an ARIA for its “Voice of the Sea” campaign, Innocean Australia has again teamed up with the Australian Marine Conservation Society (AMCS) to create an exhibition highlighting the silent extinction facing lesser-known Australian sharks and rays. These endangered species are so unique and live so deep beneath the ocean […]

AI, Curated Fandom & Contextual Commerce: The Key Issues For Consumers In 2024
  • Marketing

AI, Curated Fandom & Contextual Commerce: The Key Issues For Consumers In 2024

Trends and issues, including AI, the inexorable rise of Baby Boomers, curated fandom, contextual commerce and cost of living concerns, are set to dominate the hearts and minds of consumers next year, according to The Media Store’s Consumer Trends 2024. The report, released today, outlines the top trends set to interest, impact and inspire consumers […]

Emergency Management Victoria & Think HQ Partner To Increase Emergency Preparedness
  • Campaigns

Emergency Management Victoria & Think HQ Partner To Increase Emergency Preparedness

Playschool’s Justine Clarke and Bluey’s Melanie Zanetti have fronted a new integrated campaign for Emergency Management Victoria ahead of the high-risk weather season. Summer in Australia is synonymous with festivals, BBQs, road trips and camping. However, it is also a time of increasingly extreme weather and natural disasters. With experts predicting an increased risk of […]

New Business Wins For We Scout
  • Marketing

New Business Wins For We Scout

Indie comms agency We Scout announces new business wins. Well, you'd hardly announce new business losses, would you?

Oceania map with connection networks.
  • Media

Zenith Wins Superloop’s Media

The Zenith Christmas party set to be a wholly more bawdy, jolly soirée after agency nabs end-of-year win.

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]