Guardian Plan Integrated Marketing Campaign

Guardian Plan's pre-paid funeral service allows consumers to plan and pay for their funerals in advance. Not only does this protect consumers from inflation, but it has the emotional benefit of less stress at what is often a highly emotional time.

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The marketing objectives of this fictional campaign were to to build awareness of the benefits of prepaid funerals as well as the Guardian Plan brand, leading to increased leads and website visits.

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The challenges of creating a campaign such as this is the need for compassion, especially as death is a taboo topic for the topic audience. As such the creative strategy had to provide consumers with the feeling of safety.

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With our campaign concept "It's as simple as," we wanted to encourage consumers to start small. 

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Along with assisting in the ideation process, I was the radio and online video script writer.