W
hen researchtold
TAL that 75% of
working-ageAustralians
believed lifeinsurance
wasnothingmorethan“a
lumpsumpaidoutupon
death”,but62%ofitspaid
claims were for living
benefits,theconversation
neededtochange.
WorkingwithBMF,
GeneralManagerBrand
andCommunicationsat
TAL, Antony Wilson,
and his teamlook to
shifttheframeofreferencefrom“lifeinsurance”to“insuranceforlife”.
Thecampaign,Scars,is theresultofrecognisingthatlifeinsurance
ismorethana one-offpayment.It issomethingthatsupportsthose
whoarerecoveringfrominjuryandareunabletowork.It alsoprovides
griefsupportservicesforthosewhohavelostlovedones.
ThecampaignitselfshowsAustraliansgoingabouttheirday.A
womangettingreadyinthemorning,a manenjoyinga drinkina bar,
motherswiththeirchildrenatthebeachora cakewitha candleat
thefamilydinnertable.
Upliftingmusicbeingplayedthroughout,theworkculminatesin
eachindividual’sscarorinjurybeingshowastheycontinuewiththeir
lives,withthecakerevealedtobeacknowledginga yearonfroma
mother’spassing.
Whentakingonsucha serioussubjectmatter,Wilsonsaysit is vital
thatTALapproached thecampaignwiththe“positiveoutlookof
Australians”evenwhenconfrontedwitha life-changingcircumstance.
HesaysTALmaintainsa strongemphasisonnever“talkingdown”
totheviewerorleavinganinauthenticfeelingintheirminds“asmany
brandssometimesdo”.
“Wewanttodemonstratethatit’snotjustaboutthemoney,
althoughthatisobviouslykeyinwhatwedo.It’salsoaboutunder-
standingwhatthey’regoingthroughandprovidingtailoredsupport
tohelpthemgetbacktothelifetheylove,”Wilsonsays.
“Whilestayingtruetothemagnitudeoftheissues,wewantedto
highlightthehumanity,strengthandsupportneededtoovercomea
life-changingillness,injuryorbereavement– ina positiveway.”
Fromanagencyperspective,BMFExecutiveCreativeDirectorAlex
Derwinsaysthechallengewastobreakthecategoryformulaof
fear-mongeringandinsteadcelebratehumanresilience.
Aspartofthis,BMFneededtounderstandtheroleTALplaysin
helpingpeoplemoveforwardinlife.
Duringthedevelopmentstage,theagency took the time to sit in
with the claims department at TAL.Lifeleavesits
markonall ofus
Client:TALInsurance
Agency: BMFLifeinsurancehasneverbeenaneasy
subjecttobroach,letaloneasimpleproduct
tosell.ThroughtheScarscampaign,life
insurancespecialistTALandcreativeagency
BMFfindsawaytonotonlytacklethesubject
but create an uplifting piece of work.
JOSH MCDONNELLWORDS BYThe Work