1Life Insurance Launches 'The Life Changers' Campaign

1Life Insurance is committed to the premise of changing lives in South Africa. This vision, evident through its latest campaign, 'The Life Changers,' has tackled educating and empowering South Africans around life insurance myths – with an authentic voice.

As a direct business primarily managed through call centers, 1Life's TV commercial features an advisor selling a life policy to a mother. This is followed by the emotional moment when she reveals to a grieving son that his mother left behind a life-changing payout. “We wanted our new TV commercial to enable viewers to understand the value of life insurance and, more importantly, the impact that building and growing their families’ generational wealth can have,” says Siphelele Sokhela, 1Life Brand Manager.

Parallel to the TV commercial, 1Life created a digitally led campaign. “’What makes the digital portion of the campaign unique is that it included actual people working at 1Life,” adds Sokhela. “We wanted to showcase how 1Life Insurance is a brand people can trust when they need us the most, which is why this part of the campaign put faces to the people on the other side of the phone - the advisors, those that work within 1Life.”

The campaign's main objective is to showcase 1Life Insurance's humanity, expertise, and credibility as South Africa's leading Direct Life Insurer for 11 consecutive years. The integrated campaign, which is visible across social and digital platforms, is supported by TV, radio, and billboards.

“By humanising the insurance process and demonstrating our dedication to customers' financial well-being, 1Life's 'The Life Changers' campaign aims to redefine perceptions and inspire more trust in life insurance – and its impact for a better future,” concludes Sokhela.