Partners Life wanted to get young parents who were reluctant to take out life or income insurance to give it more thought. So, we put a twist on classic nursery rhymes. Because when you think about it, characters die or get injured in nursery rhymes all the time, we just don’t see the implications until now. Dave Fane, a children’s show host from their childhoods read the dark, animated nursery rhymes in an adult story time that aired between 8:00pm and 9:30pm at night (after the kids had gone to bed). It also ran in social, OOH, online streaming and radio.

People responded really well with inquiries increasing by 23% over the previous year.  

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