Born and Raised Launches New Campaign for Colonial Penn, Reframing the Conversation Around the True Cost of Saying Goodbye
Reminds audiences that the cost of dying could kill you
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PHILADELPHIA – March 4, 2026 – Today, Born and Raised, announced the launch of AfterMath, a bold new integrated campaign for life insurance provider Colonial Penn that confronts a truth most families discover too late: the cost of dying is surprising.
The campaign takes a fearless approach to end-of-life planning – a category historically dominated by formulaic, talking-head ads and green-screen bullet points. Instead of leaning into fear or oversimplification, AfterMath treats its audience with intelligence, empathy and candor.
The campaign explores what happens after a loss, when families are suddenly faced with line items they never expected: the casket that goes inside the vault, the flowers, the programs, the catering, the hearse, the limo. It all adds up, and quickly at that.
Through a series of slice-of-life (or slice-of-death) vignettes, AfterMath balances levity with emotional honesty. Humor becomes the door-opener, allowing the work to address a traditionally uncomfortable subject in a way that feels transparent and deeply human.
“We looked at the category and saw a missed opportunity,” said Gary Greenberg, Chief Creative Officer of Born and Raised. “No one was speaking to this audience with the level of intelligence and humanity they deserve. Today’s consumers, including older Americans, are informed, online and savvy. They don’t need to be talked down to; they need clarity.”
With AfterMath, Born and Raised delivers a campaign that is at once entertaining and practical, empathetic yet unflinching, proving that even in the most sensitive categories, bold storytelling can drive meaningful engagement. The campaign began airing in February, with 30 iterations of spots and a robust suite of social and digital assets rolling out in the coming months.
AfterMath reflects Born and Raised’s broader creative philosophy of building work around distinctive, ownable ideas that break category conventions and resonate culturally. From campaign lines to fully realized platforms, the agency prioritizes ideas that are unmistakably tied to the client – ideas competitors can’t easily replicate.