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SunLife.
Guaranteed Funeral Plan.

The 'F' word.Early success means there's now a nationwide roll-out in 2019.An engagement rate of 0.12% of total reach.

How do you break the social taboos around death in order to get people talking about their funeral wishes? The challenge set by SunLife to launch their new funeral plan.

We wanted to empower people to take control of their final plans and discuss them with family and friends, so people got the send-off they wanted – without laying the financial burden on their loved ones.

Our F word campaign grabbed attention using one taboo to start conversations about another.

So far in the first weeks of launch, SunLife have seen a huge spike in funeral plan enquiries and sign-ups as a result of our campaign. And next year we plan to get the F word on the lips of the whole nation. F#@!ing brilliant.

Let’s launch something together. Get in touch.