State Trustees launches new ‘Let’s talk’ integrated brand campaign for Victorians via Icon Agency

When things get difficult most people change the subject or avoid it altogether – especially when it involves things like serious illness, death or disability. State Trustees’ new ‘Let’s talk’ brand campaign from Melbourne-based integrated agency Icon, is designed to raise awareness and rally people to talk about and prepare for some of the most difficult times in life.

State Trustees helps people, their loved ones and families arrange their legal and financial affairs in the event of death, disability, injury or major illness. They’re there to support people during some of life’s most difficult times. Icon Agency’s creative director team, Ed Bechervaise and Rod Clausen believe the best way to approach such a difficult subject is to just start talking.

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Says Bechervaise: “Strategically we want State Trustees to become the most connected brand in a disconnected category – and to truly connect, you need to be honest. ‘Let’s talk’ encourages less talk about the fluffy things and more about the meaningful things – such as getting our legal and financial affairs in order. If we can all find time to talk about the things that really matter, we can make the best decisions for the future.”

Says Clausen: “It’s a highly complex and emotionally charged area, involving stuff none of us want to think about, let alone talk about. On one level ‘Let’s talk’ is all about getting us to open up and have conversations with our partners, closest family or carers. To find out what we should do, if things go wrong and put arrangements in place. But it goes way deeper than that. ‘Let’s talk’ is about sharing how we feel with loved ones and not leaving important words unsaid. It’s also a call to action – to get people to talk to each other, and when the time is right, to talk to State Trustees.”

The campaign featuring thought provoking, completely silent cinema executions, goes to market, supported by outdoor supersites, adshels and radio. While topical executions in social and digital channels like Spotify will take State Trustees to a new audience.    

Says Agata Jarbin, acting CEO, State Trustees: “Through this campaign we wanted to send out a bold message encouraging all Victorians to have those uncomfortable conversations and prepare for those difficult moments in life. Each day, we support our clients to organise their affairs through Will writing, Powers of Attorney, and provision of Executor and Financial Administration services. We want to reach out to people who may not have thought about our services and ensure they have the same security and peace of mind.”

Says Hazel Tiernan, group account director at Icon: “It’s been great to work with a client who truly understands how different communications channels tell different parts of a brand story. This has allowed us to maximise reach and cost efficiency with true integration.”

Icon is responsible for delivering creative brand strategy, campaign creative, implementation, public relations and social media.

Client – State Trustees

Radio Production – Sonic Playground