The life insurance category has been built upon a religion of fear and guilt. Beagle Street is the heretic voice; truly passionate about their customer’s wellbeing.

Our research showed that wellbeing was not just about the obvious healthy lifestyle, but also personal happiness, which was equally as important.

Together with The Guardian we came up with the revolutionary ‘Happy for Life Project’. A huge undertaking, which tracked and elevated the happiness of the nation.

We achieved this by inspiring and empowering people to make positive life changes.

The execution saw Beagle Street completely transcend the category whilst driving unprecedented results.

This was the most successful partnership ever on the world’s second most popular news network.

Every other day of the campaign our content made the front page of TheGuardian.com, something no other brand has achieved even once, let alone 48 times.

3.1m people read our editorial content and we reached 8.3m on Twitter.

30,000 people downloaded the app, spending on average 2 hours with it. That’s 60,000 hours of happiness.

Consideration for Beagle Street increased tenfold and since launch the partnership has resulted in 15% of Beagle Street’s total direct sales.

The Guardian was the perfect partner, indexing at 200+ for our audience, with a future facing stance regarding technology & the human mind.

Together we conceived ‘The Happy for Life Project’, a revolutionary cross media proposition which empowered the nation.

A cutting edge application tracked the mood of tens of thousands and enabled them to make positive changes to their lives.

The Guardian’s social channels created a national dialogue, reaching over 8 million people with the #HappyForLife.

The 61 pieces of content, both online and in the paper, questioned and stimulated the minds of over 3 million people.

Only 20% of professionals with young families have life insurance, yet with their financial obligations, they often need it the most.

The day-to-day challenges of family life mean they often struggle to make decisions about their future.

Our iconoclastic strategy was to target this huge yet untapped group, with a communication platform that truly understood their needs.

The revolutionary ‘Happy for Life Project’ was embraced by our audience because it helped them focus on themselves now and improve their mental wellbeing.

By harnessing happiness & mindfulness, we empowered our audience to take on and overcome challenging conversations about their future.