Loud appointed to leverage high willingness but low uptake of powers of attorney
Loud has been appointed by the Government of New South Wales to design a public awareness initiative for the state’s Trustee & Guardian and Family & Community Services after a competitive tender.
95 percent of Australians want to, but only 5 percent actually do it
The brief is to boost the 5 percent completion rate in Australia for powers of attorney and other post mortem documentation.
The campaign will launch across online, social media and regional television platforms. In February and March it will move into regional television, online, regional and metro press and social media.
"Loud delivered the strongest idea from the beginning - an idea that was spot on brief and aligned to the audience insights,” said Liz Argent, general manager, business development unit, NSW Trustee and Guardian.
“This was further reinforced by how well it performed during our focus group testing - receiving unanimous praise for its clarity and relevance from all participants. We're really pleased with the outcome as are all our stakeholders."
Joe Van Trump, creative director at Loud said: "This is a fantastic opportunity to create a piece of communication that could make a real difference in people's lives. It prompts important conversations that most people ignore until it's too late."
95 percent of Australians state that they want to make things as easy for their family as possible when they die.