Each year in the UK, around 4,000 children and young people are diagnosed with cancer.
To make matters worse each diagnosis results in the family incurring additional living expenses, and in many cases, parents have to stop work to care for their children during treatment.
Despite this, Guardian is one of only two protection providers that lets customers add Children’s Critical Illness to any type of protection policy.
Our challenge was to draw advisers’ attention to this key product feature as well as highlight the importance of ensuring children are covered.
Working with Guardian’s marketing team, we helped facilitate their sponsorship of research by Young Lives vs Cancer into the costs that families incur when a child is diagnosed with cancer.
The research was then revealed at a Guardian charity event named ‘Life United’ which was attended by protection intermediaries. We then used the research findings to drive a wider adviser facing advertising campaign.
The event and campaign not only helped raise awareness of the need to protect children, but with the help of kind-hearted advisers, Guardian also raised over £15,000 for Young Lives vs Cancer.
