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SunLife Direct: The 'F' word by Five by Five

Date: Oct 2018
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SunLife has launched an integrated campaign in support of its new Guaranteed Funeral Plan. The drive, delivered by launch specialist agency Five by Five, spans out-of-home, experiential, DRTV, radio, door drops, direct mail and local press ads.

Running with the strapline ‘Let’s talk about the F word’ the creative is all about breaking the social taboo around funeral planning by using another social taboo. The campaign has launched in Hull, Torquay and Eastbourne, and will run until 31 October.

Each year, SunLife produces the UK’s longest-running study into the costs of funerals. The 2018 findings showed that despite the average funeral costing over £4,000, only 6 percent of people in the UK have a pre-paid funeral plan in place, compared to 70 percent in the Netherlands.


Client: SunLife

Agency: Five by Five