{"id":78368,"date":"2025-08-04T10:15:12","date_gmt":"2025-08-04T00:15:12","guid":{"rendered":"https:\/\/riskinfo.com.au\/news\/?p=78368"},"modified":"2025-08-12T10:12:43","modified_gmt":"2025-08-12T00:12:43","slug":"tals-new-campaign-targets-young-aussies","status":"publish","type":"post","link":"https:\/\/riskinfo.com.au\/news\/2025\/08\/04\/tals-new-campaign-targets-young-aussies\/","title":{"rendered":"TAL’s New Campaign Targets Young Aussies"},"content":{"rendered":"
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News of\u00a0TAL’s media campaign to help young Australians understand the value of life insurance attracted plenty of reader interest this week…<\/h3>\n<\/div>\n<\/div>\n

TAL has unveiled a new brand platform to reflect its stated mission to make life insurance easier and more accessible.<\/p>\n

\u2018Life Takes Guts – Protecting it should be easy<\/a>\u2019 celebrates the courage people show when faced with different challenges, and positions life insurance as supporting their resilience, says TAL Chief Customer and Brand Officer, Alex Homer<\/strong>.<\/p>\n

The campaign is based on feedback to the firm that many people find life insurance complex and difficult to connect with, particularly younger Australians, who, says Homer, often view it only as death cover and therefore less relevant to their stage of life.<\/p>\n

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Alex Homer…focused on making every customer experience easier.<\/figcaption><\/figure>\n

“Australians want to feel in control of their future, yet life insurance can sometimes seem complex and easy to put off,\u201d he says.<\/p>\n

“We\u2019re focused on making every customer experience easier \u2013 giving people confidence with control. This means accessible products they understand, great service, and above all, genuine support and care when making a claim.”<\/p>\n

He says the firm is simplifying how it talks about life insurance, using two clear categories:<\/p>\n

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  • Living Insurance \u2013 IP, Critical Illness and TPD and<\/li>\n
  • Life Insurance<\/li>\n<\/ul>\n

    Homer says that despite rising underinsurance levels, the company\u2019s\u00a0 research found that many younger Australians think life insurance is only about death cover, and something they don\u2019t need to worry about until later.<\/p>\n