Standard Life commands enviable awareness with 4 out of 5 people in the UK having heard of the brand. But as emotional connection with its audience presented a distinct challenge, Standard Life sought to use its sponsorship strategy to identify a cause that would prove meaningful to customers, clients and colleagues.
That cause, was invisible illnesses – conditions that often present distinct financial challenges and that affect over 10million people in the UK.
Leveraging a first strategic partnership with charity Endometriosis UK, Standard Life sought to create a campaign to challenge taboos, stimulate conversation and offer a platform for sufferers to tell their real life stories.
