TAL has mounted a digital marketing campaign to lift flagging consumer interest in life insurance.

Its Value of You campaign features two short films asking Australians to tell their loved ones how important they are to them. It has reached more than 14.2 million people.

“It’s not always easy to convey the true value of [life insurance] and its products when compared to other forms of insurance,” TAL Chief Customer and Brand Officer Alex Homer said.

“One reason for this is because the times at which customers need to claim are fewer, though often more significant in nature.”