Zurich and Guardian launch Life Navigator campaign
Insurance provider Zurich and The Guardian have kicked off a campaign aimed at helping people manage major financial challenges.
The six-month campaign features a range of cross-platform activity including a Life Navigator web and mobile app, designed to provide readers with tools and advice to manage current and future financial decisions.
Content ranges from tips and advice around how to deal with issues including buying a house, starting a family, and dealing with changes to significant income changes.
The Guardian’s editorial Money team and Zurich will co-create the content for the campaign, which was brokered by Mindshare.
Via the app readers can select up to three “life stages” they want advice for, with content including videos, infographics, money guides and other useful tools.
Meanwhile Guardian News & Media’s multimedia editor Michael Tait will also produce three short, documentary-style films which will be housed on the Guardian Money site.
The films will features a couple buying their first home together, a professional couple having their first child and a young carer coping with her mother’s illness. Cut-down, three-minute versions of the films will also run in UK cinemas.
James Hill, Zurich's head of marketing for the UK Life business, said: “Getting people to think about financial matters and the need to protect themselves and their families is a real challenge. We know that financial protection is one of the things that can get neglected when there is pressure on household budgets, and it’s vital that we find new ways of engaging people with the subject.
"We hope that the interactive nature of the campaign, the range of media we're using - and some hard hitting messages - will capture peoples’ interest, and show how they can put plans in place to cover the potential financial impacts of the unforeseen events that could happen to any of us."
The web app, built by the Guardian Digital Agency, will sit on the ">Guardian Money site