TAL seeks to highlight the ‘human’ side of life insurance support in new brand campaign

From

Alex Homer

TAL, a leading Australian life insurance specialist, has launched a new brand campaign this week aimed at changing the way Australians view the role of life insurance.

The campaign, which follows on from TAL’s ‘The Value of You’ work earlier in the year, is aimed at continuing to connect consumers with the value of the life insurance category, and the important role it plays in the lives of millions of Australians.

TAL Chief Customer and Brand Officer, Alex Homer, said the campaign is centred around the concept of ‘human insurance’, challenging perceptions of the category as being predominantly focused on term life insurance products.

“Our category supports people during some of their most difficult times, and we need to ensure our customers understand the positive role we play in helping them get back to the very best version they can be,” Mr Homer said.

“At TAL, we paid more than $1.6 billion in claims over the course of 2018, but importantly 62% of that was in living benefits to customers recovering from illness of injury.

“This campaign recognises that when you live your life to the fullest, life can leave its mark on you, and in these moments we play a critical role in supporting our customers – this is an important conversation to have.

“Along with our partners, we support our customers and their families when they need us most, and that’s about more than just paying claims – it’s about being there for them in a way that demonstrates our empathy and understanding of what they’re going through.”

The campaign highlights two examples of that support in the form of career coaching services provided to TAL’s Income Protection customers when they are ready to return to work, and grief support services offered to customers’ families in the event they have lost a loved one.

“These are important services TAL has developed to ensure we can add value to our customers’ lives beyond simply paying their claim, and we are using them to highlight to consumers the human quality of the support we work to provide,” Mr Homer said.

The campaign will run across television, outdoor and digital channels.

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