The challenge
The Office of the Public Guardian wanted to change how people perceive lasting power of attorney (LPA), a process often seen as complicated, intimidating and difficult to understand.
The challenge was to create video content that made LPA feel more relevant and achievable, helping people understand its value and feel confident taking the first step. The videos needed to build trust across different audiences, including people creating an LPA and those appointed to make decisions on someone else’s behalf, without relying on technical or legal explanations.
Our solution
We used real stories to show the role LPA can play in people’s lives, focusing on the experiences and motivations behind the decision to create one. Ahead of filming, we held discovery conversations with each contributor to understand their personal journey and identify the moments that would best bring their stories to life. We then filmed each case study in locations chosen by the contributors, using familiar environments that reflected their lives and experiences.
By giving contributors the space to speak in their own words in familiar environments, we created honest and relatable stories that showed LPA as a practical way to plan for the future. Each two-minute hero film was supported by shorter social edits, creating flexible content for use across different channels. The result was a set of films that helped make a complex legal process feel more personal, understandable and relevant to the people it is designed to support.
