Strategy / Branding / UX / UI / Service design / Advertising / Copywriting
Embracing life's unpredictability, Co-op's new hassle-free digital service and emotive campaign aims to increase uptake in will creation, helping young adults say to their loved ones in the moment what matters most, securing their legacies.
Facilitating the ‘Just One More Thing’ we need to say to our loved ones, protecting your legacy your way.
The Challenge
"Only 1 in 5 young adults aged 18-34 have a will"
Many believe they are too young, lack sufficient wealth or struggle to find the time to create one, despite 92% knowing who they want as their beneficiaries, 43% owning a home and 30% having children. A will is more than just wealth, it’s a meaningful way to communicate your wishes, from cherished possessions to the care of pets and these misconceptions often result in family disputes and heartbreak.
Securing the wishes of a new generation, the accessible and flexible service brings peace of mind admits life's unpredictability.
Whether you have found an old teddy in the attic or reached the peak of a mountain, record heartfelt messages to your loved ones anytime, anywhere. Choose a contact to leave your message to and let us know whether your message should add or amend your will, such as leaving money or a cherished belonging.
All while a digital savvy app allows you to easily edit your will, view your messages, and access expert support from Co-op Legal Services advisors.
When you pass, your beneficiaries will receive your will and the messages you left for them, offering comfort and closure.
This new dynamic will can gently remind your loved ones of your message on their anniversary and when they visit the location of their creation.
Today's death-positive generation embraces openness about inevitability of loss but often struggles to balance sentimentality with the pace of everyday life - Co-op wills: Just One More Thing bridges the gap .