TAL had a long going sponsorship with the Royal Flying Doctors service - a solid part of Australian heritage - and they wanted to do more than just adding a logo to the plane.

Tasked with the brief to connect TALs life insurance with the RFDS, I went to work concepting how a social campaign could work. TAL had recently launched a campaign about how they take care of people after physical injuries, not just at the time of the event - and wanted to continue along this trajectory.

I came up with the idea for TAL to own a branded Assistance Dog, which would visit patients in recovery and lift their spirits and raise awareness of PTSD and mental health . Most outback farmers and rural folks simply don’t have such access to such therapy dogs us city folk do - so TAL was going to be the brand that enabled that.

Opening up an opportunity to create a plethora of heart warming social video content about ‘Tilly from TAL’ and her adventures flying around Australia visiting communities, we would never be lacking content to post. Social media and dogs are like dynamite, so this was bound to succeed.

Opportunities were there for PR on morning shows to raise awareness of mental health amongst Australian’s with the TAL brand at the heart of the story.

Unfortunately, higher up clients had just decided to not responser the relationship so this never went live. Maybe another day…

Client: TAL

Agency: We Are Social

Role: Creative concept