TAL: Less death, more life

TAL, the insurance company, shifted brand consideration and regained category leadership in Australia.

Executive Summary

Death.

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

As category leader, TAL's core problem was that most people understand life insurance as a benefit only paid out on death. In fact, 64% of TAL's claims are paid out on living benefits – payments to help support people who have illness and injury. The 'Scars' campaign brings this to life sensitively, showing the ways a life well lived leaves its mark.

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