Helping a start-up start up a difficult conversation.
The Problem to Solve
Let’s face it, death isn’t exactly a hot topic of conversation. That’s why over 60% of Canadian couples haven’t discussed their wills or their estate plans with their partners. And, there is nothing more stressful than grieving the loss of a loved one while also being faced with finding and making sense of all of the paperwork - without having any of the answers. That’s why “death-tech” start-up ReadyWhen created a digital solution to revolutionize the Estate management industry with a life planning platform designed to help make the planning process more accessible and proactive. However, they still needed help to convince couples to start a convo that almost everyone hopes to avoid.
Instead of dancing around death, we helped couples face an off-limits subject head-on – adding a sense of honesty and levity to a less-than-lighthearted conversation. In a series of social videos that we created and produced entirely in-house, we twisted the notion of a traditional talking head interview, putting real couples on the spot to give them (and couples everywhere) a playful push to start making life planning decisions sooner rather than later.