#LebenslangGutLeben
Winner
Excellence in Brand Strategy and Creation
Brand Impact of the Year
Details
The #LebenslangGutLeben initiative of the German Insurance Association (GDV) aims to make young people in particular aware of the importance of retirement provision. Catchy slogans such as „Alter, sorg vor!“ and „Lebenslang gut Leben“ are used to spread information via various channels, including social media and outdoor advertising in Berlin. The aim is to encourage Generation Z to take early action to ensure financial security in old age
The Jury‘s Statement
The German Insurance Association demonstrates an impressive communication achievement with its initiative "#LebenslangGutLeben" ("Lifelong Good Living"). The project combines socially relevant topics such as retirement planning with a youthful, emotional approach that effectively reaches Generation Z. Through a well-orchestrated mix of social media campaigns, concise language, and targeted outdoor advertising, it succeeds in making a complex topic accessible and sustainably memorable. This concise and strategically crafted execution sets a new benchmark for responsible brand communication.
