Public Trust - Tough Questions


Public Trust is a well-known brand in New Zealand. But with 55% of New Zealanders not being prepared for the future, too many people were avoiding talking about death and were unprepared if the worst happens or circumstances change.

Public Trust’s ‘Tough Questions’ campaign opened our eyes to the importance of families asking themselves the “Tough Questions” now, so they’re prepared for the future and avoid putting their partners, families and future generations at risk.

The campaign significantly increased awareness and understanding of Public Trust. It also promote action with an 86% increase in those making an appointment with Public Trust. The demand generated in customer centres was so great that activity needed to be paused until the backlog was cleared.