Life insurance specialist TAL has launched a new content-led digital campaign aimed at engaging Australians with the benefits of life insurance products.

TAL’s new campaign, called “The Value of You,” consisted of two hero short films – supported by shortened versions of each – that allows people to realise their most valuable asset – themselves –through the lens of street-cast, everyday Australians. The content challenges viewers to look beyond the most obvious things they value – their house, car, and possessions – and ask themselves, “Do you value you?”

“‘The Value of You’ was designed to tackle that challenge by revealing to people that their most valuable asset is by enabling them to see their own value through the eyes of those they love most,” said Alex Homer, TAL chief customer and brand officer. “Our metrics show that the ‘Value of You’ campaign played an important role in driving an uplift in category consideration, engaging millions of Australians across the country with their own value and connecting them with the important emotional contribution they make to the lives of their families and loved ones.”

TAL also developed an interactive tool that will enable consumers to reflect on the way they view their own personal value.