Public Trust
EXPECT THE EXPECTED
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Public Trust has delivered a culture of care to New Zealanders for over 150 years. Bringing a uniquely human approach to difficult conversations, while ensuring high-quality, expert guidance and care. This guardianship weaves people together, making a real difference to how we as a nation, approach living life and preparing for what comes after.
Working with the constrains of a tight budget, we needed a way to start a shared conversation that sparks urgency while also creating a lingering emotion and deliver compelling content to help overcome consumer apathy and the ‘on the list’ attitude towards wills. Shifting the conversation towards the value of doing it today.
We based our idea on the insight that ‘death defines life’. But defining what happens after your death, helps you get back to living.
A clear, cut-through approach that optimistically explores planning for life’s universal truth. A straight-forward, call to action to expect the expected, by creating a will with Public Trust. We wanted to show some positive pragmatism in a straightforward Kiwi way borrowing some of those different colloquialisms and euphemisms to talk empathetically, but realistically about one of life’s realities – we all die. We’re offering a solution that’s as straightforward and easy as some of the ways we talk about death.
