At the core of the campaign is Zesande, a digital avatar who lives her entire life in a day. "We map out the course of her lifetime in just 24 hours - for instance at 6:00 she is 20 starting out in the working world and by 20:00 she has entered retirement - educating consumers about the big financial decisions and plans that need to be made at each stage to live a life of financial confidence. Concepts such as compound interest, retirement savings and life insurance are explained and linked to the time of life when those are most important for individuals, helping them tangibly map out their financial lives on a time continuum."

"Through LI:FE of Confidence, we want to help South Africans understand what is most important at their present and future life stages, and encourage them to take the necessary steps. This will give them the highest level of financial preparedness and success, and set them on the path to a life of financial confidence."

"The campaign has allowed us to realistically depict living an entire life in a day and demonstrate financial learnings in a creative, compelling way," said Oosthuizen.

Additional elements include an interactive digital experience via desktop or mobile where South Africans can learn what they should be considering at the key life moments. The campaign's media launch took place in the metaverse on 31 January, a first for South Africa.

For more information, visit Life of Confidence or feel free to download the full research report.

Disclaimer

Sanlam Ltd. published this content on 30 January 2023 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 31 January 2023 10:07:03 UTC.