Life insurance isn’t a category that's top of mind for most people. And like many industries, it’s in the midst of being disrupted by digital brands taking on big, traditional institutions. So when Bestow, an exciting challenger in the space, approached Preacher to accelerate its growth, we focused on defining the real problem to solve. We found that 75% of Americans intend to buy life insurance but only 19% of them actually do. Our job then was not just to create awareness, but also to move those lacking follow-through from “ah-ha” to action. While most insurance offers protection and peace of mind, those weren’t driving urgency. We decided to make it personal and surface the latent guilt that idlers felt about not having purchased a policy already. The idea “What If Everyone Knew You Didn't Have Life Insurance?” brings that guilt to the surface and positions Bestow as the solution to get rid of it in minutes, all from your phone, without a doctor’s visit or mountains of paperwork. We brought it to life digitally through videos, banners, posts, and GIFs to encourage people to visit Bestow before others know.