The real life story of a customer who learnt the true value of AA Life Insurance is at the centre of a new awareness campaign.
In March 2022, Muri Paekau-Richards approached AA Life Insurance after receiving a terminal illness benefit and early life insurance pay out, as her doctor had diagnosed her as having less than 12 months to live.
She wanted all New Zealanders to know how important that was, sharing more in an immensely moving video.
“It is not even my story, it is the raising of awareness around what’s available to Māori, to women, to New Zealanders, in terms of preparation. I feel like through what I’ve experienced, this is what I have discovered, and people should know about this” Muri stressed, adding “If you don’t have insurance, your options are undeniably limited.”
AA Life Insurance Content and Communications Manager Caroline Swallow engaged agency Quantum Jump and production company ReloadPictures to convey Muri’s advocacy in an authentic way.
“We had a clear strategy to create something that was visually beautiful but also honest. Working closely with Ben Goodale (CEO) and Wayne Pick (Creative Director) from Quantum Jump and director Vicki Leopold from ReloadPictures we were able to creatively align, producing an emotionally-charged video that portrays Muri’s story with sensitivity and grace.
“Over the course of interviews, phone conversations and personal meetings, director Vicki was able to build a rapport and personal relationship with Muri, enabling intimate access into her world as she faced this incredibly challenging time. It is this relationship that allowed us to capture the intimacy of the video. Coupling this with the creative eye of Wayne from Quantum Jump who was able to seamlessly blend Muri’s message into the sequence of the video,” Caroline said.
The video has struck a chord with AA staff and has been praised for its original approach to the subject matter.
“It was a privilege for us to work on this project. Muri’s dignity, determination and mana truly touched us all. Our abiding hope is that Muri’s story connects with others and makes a difference” commented Ben Goodale, Quantum Jump CEO.
The four minute video sits alongside a detailed article, image gallery and quotes from Muri. The video will be distributed via a dedicated email to AA Members in mid-October.
See Muri’s story here:
Muri Paekau-Richards passed away on Tuesday 14th June, 2022, surrounded by her whānau.
CREDITS
Client: AA New Zealand
Content & Communications Manager: Caroline Swallow
Creative Agency: Quantum Jump
CEO: Ben Goodale
Creative Director: Wayne Pick
Senior Account Manager: Zoe MacDonald-Mair
Production Company: ReloadPictures
Director: Vicki Leopold
Photographer: Vicki Leopold
Producer: Sophie Bloomfield
DOP: Stephen Langdon
Offline Editor: Jarrod Wright
Colour Grade & Online: The Rig
Sound: Radiate Studios
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