Challenge

Launch Tryg’s new pregnancy insurance within a specific target audience who has no prior knowledge of the new product – and doing so without creating fear or apprehension amongst pregnant women and their partners.

Insight

Pregnancy is the beginning of a new stage in a woman’s life - with all the changes it brings; new questions, insecurities, and feelings arise. Both she and her partner are no longer responsible just for themselves but for a new, tiny life as well.

Idea

To create awareness around the new insurance, we created an honest video portraying the feelings and stages a pregnant woman goes through to show, that Tryg are with them every step of the way.