The importance of having a will: Don't leave your loved ones in an awkward position
Every day, thousands of South Africans wake up blissfully unaware that today could be their day to go. They could be one bad decision away from tragedy. Death doesn't choose the perfect moment. More often than not it's unexpected – even awkward. And it doesn't wait for you to get your affairs in order.
It could catch you in an awkward position – halfway between Downward Dog and squeezing out your PB on the bench press. Or playing hooky on the 13th hole in a thunderstorm.
But there's a position far more awkward than any death could find you in: the legal, financial and confusing position you leave your loved ones in if you pass away without a will.
Talking about death isn't easy. Which is why most people avoid it. Until it's too late. This is why 70% of South Africans still pass away without a valid last will and testament in place.
Since 2012, Capital Legacy has been building a stand-out brand in the wills and estates category. One that's brave enough to say what no-one else is saying: If you don't have a will, your loved ones pay the price.
Over the last few years, Capital Legacy's campaign messaging has had a tongue-in-cheek tone that got people talking. But how do you keep that important message fresh? Loud enough to cut through, yet soft enough to be human?
Introducing: An Awkward Position
A campaign that uses awkward yet humorous and oddly relatable deaths as cautionary tales to remind audiences that death can catch anyone, anywhere. And if death catches you without a will, the real awkwardness for your family begins. To land the message, Capital Legacy built a full 360 campaign showcasing a collection of life's most awkward endings.
Everything ladders up to one clear line: Don't die in an awkward position. Don't die without a will.
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