No parent wants to be playground-shamed and Bestow, a life insurance startup, takes that sentiment to heart in its first brand campaign, debuting this week. In one spot, a mom mentions another woman’s lack of life insurance and the “bravery” of leaving her debt to her child when she dies. In another, an older brother offers his unsolicited insurance advice.
Dallas-based Bestow, which was founded three years ago, taps into the guilt consumers might be feeling over not having insurance in a new marketing push created with Austin agency Preacher. And the timing for such a campaign is spot on, as interest in the category rises amid the pandemic.
“In COVID, we have certainly seen a lot of higher intent, traffic and interest in life insurance as people start to consider their mortality more seriously,” says Tannen Campbell, who joined Bestow last year as chief marketing officer.