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Re-launch of Equity & Law in 1991. Company was in need of stronger branding. Needed to persuade consumers that life insurance was important. Qualitative research showed advertising that was relevant to consumers hopes and aspirations was successful. Short bursts for TV campaign with seven executions. Trade press used to target IFA's. Increases in market share, awareness, new business and market position were shown.Equity & Law : freedom from the tedium