TAL: From 'life insurance' to 'insurance for life'

TAL, a life insurance company, increased consideration for the brand in Australia by focusing on the living benefits of life insurance with its Scars campaign.

Death

It's not easy to talk about. And even harder to garner trust when you are a life insurer. Especially in a Royal Commission era.

Most people exit from communications about life insurance because of that and because of their misunderstanding. They think it is a benefit paid out on death, because it's not a priority and because 'it won't happen to me'.

Whilst TAL had established itself as a champion of This Australian Life, the problem behind the problem was that it was seen as a 'death insurer' when in fact it was insurance for life, with 62% of...

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