Pre-paid funerals may be gaining in popularity, but that doesn't make them any easier to talk about to potential customers and this was the first challenge we had to overcome when working for Dignity, the UK's leading provider of these kinds of plans.

It is also a product which needs some explaining to point out its differences from over 50s savings plans and life policies.

Through careful copy and a mixture of financial and emotional triggers we produced some highly effective communications for Dignity and its affinity partners both to generate more interest and to convert those enquirers.