Blah blah blah blah. That is all my mind can conjure — blah blah blah blah. That is maybe because as a bastard generalization this is sometimes the total of what most of marketing and communication can offer. But sometimes, some rare, extraordinary times, we have glimmers of light and hope as our marketing becomes more than blah blah blah and transcends noise into something meaningful for the people around us. I have always loved campaigns like #always like a girl and Patagonia’s Denali which inspired me to see that there is a better way to sell stuff other than coercing people to buy what they don’t need to impress people they don’t like to fuel a destructive consumption cycle.
We recently had the chance to help conceptualize and be part of creating a campaign that was more, much more than normal. More than noise. More than just numbers. FMI #21lives was a selfless Trojan Horse that sought to communicate a message of love and service and for that we are truly, truly grateful to have been a part of it. It showcased people and honest, human stories of how their income protection with FMI had changed lives over the last twenty one years. The intention to love rippled subtly as only love can through all its beautiful facets. From what I hear the campaign is creating record sales month on month.