Lasting Power of Attorney
Be My Voice
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Who will speak for you if you can’t speak for yourself? A Lasting Power of Attorney is essential if you want loved ones to make decisions in the event that you can’t. But for most families it’s an awkward subject to raise and a difficult conversation to have. It’s something most of us put to the back of our minds, until it’s too late.

The Office of the Public Guardian asked us to improve awareness and increase uptake of LPAs. So we created campaign that reframed an LPA as a human and emotional decision, not a cold, rational one.

The idea presented Lasting Power of Attorney as an act of love and trust, something that can strengthen the emotion bond we have with those closest to us. Asking someone to ‘be my voice’ is the greatest thing you can ask of anyone.

The message was brought to life in a series of mini-docu films, as well as social and print campaign assets.