Prudential Financial Inc. is using a series of short films to get consumers ready to think about protecting their families against the risk of death.
The Newark, New Jersey-based insurer today introduced a new, media-based outreach campaign: the Masterpiece of Love film series.
The Prudential marketing and communications team commissioned four artists to create work that responds to survivors’ feelings about the loss of loved ones. The Prudential team then produced short films documenting the results.
Prudential is promoting the film project website with trailers running in about 40 U.S. theater chains.
In one installment, “Mickey McNany, Show Biz Kid,” artist Christine DaCruz uses embroidery to help a woman honor the memory of her mother, the founder of a theater school.
Prudential’s messaging with the films encourages site visitors to consider building an emotional legacy, by creating and recording family traditions, and to use financial planning to protect that legacy.
Prudential suggests, for example, that one way for a family to protect its traditions is to make sure that a widowed spouse has the financial resources to keep the family home.
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