LV= Income Protection: A “Lifesaving Parachute”

The challenge

LV=, a leading provider of income protection insurance, faced a significant hurdle common in their industry: persuading healthy individuals to secure their income against unforeseen illnesses through income protection policies. The challenge lay in overcoming the “it won’t happen to me” mindset prevalent among our target audience. To address this, LV= aimed to create a compelling testimonial video that would illustrate the real-world importance of income protection in an emotionally impactful way.

The approach

Our video tells the story of Jennie Gow, an BBC F1 presenter, and LV= Income Protection claimant who suffered a life-changing stroke in December 2022 which left her and her family devastated.

Guided by the right questions Jennie beautifully shares her story in her own words, with emotion and tears. She chats through the totally unexpected nature of her health crises; the impact on her family; the importance of having the right financial adviser; and how having LV= Income Protection cover allowed Jennie meant she felt supported the entire way along her journey to recovery. She describes Income Protection provided a ‘The parachute keeping you off the ground; it’s a lifesaver”’ and how it removed the financial uncertainty so she could focus on her recovery.

To distribute the videos, we created various edits tailored across multiple channels including the LV= website, LinkedIn, Facebook, and Instagram.

You can watch the full length video:

… and a shorter snippet here: (Be warned, have the tissues at the ready!)

 The results 

There is nothing more powerful than a real story, told by a relatable person to stir emotions of ‘what would it be like if this happened to me or my family’, waking a sceptical audience from their apathy of how an unforeseen health issue can affect anyone and the need to be prepared

While detailed metrics were not yet available due to the campaign’s recent launch, however both Moreish and LV= are delighted by the emotional impact the video delivered and how Jennie’s story so successfully conveyed the importance of income protection.