Time to fill is time to create a will, says State Trustees for its new online will service
Moments of boredom are turned into opportunities for action in an animated campaign that positions State Trustees’ new online will service as an accessible platform for a much maligned piece of legal admin.
The campaign acknowledges the pains of ‘life admin’, with Hardhat’s ECD Glenn Dalton explaining the campaign needed to remove all barriers to getting a will ready.
“When you think about it, a will is the literal embodiment of ‘life admin’ – something that’s an effort to think about and easy to put off,” he said.
“With such a simple online product from a trusted organisation, we leveraged the Behavioural Science heuristic of ‘Zero Risk Bias’, removed known barriers, then completely reframed the time and effort needed to complete a will. Now anytime is a time to will.”
