Shortlist best use of thought leadership: ‘Taking the guesswork out of the EU gender directive’A marketing campaign full of thought leadership which enabled independent financial advisers (IFAs) to maximise the insurance sales opportunity created by legislation changes. From December 2012 a euro ruling meant insurance providers were no longer able to take genderinto account when calculating premiums, resulting in a significant impact in the pricing between males and females. Financial advisers needed to be aware and educated on these changes to provide best advice to their clients and maximise the sales opportunity.A very distinct creative approach ensured advisers were aware of the changes and their impact; provided them with all the information and tools they needed to maximise the opportunity; and delivered a unique G Day guarantee that provided complete certainty that quoted prices were 100% guaranteed.LV= were seen as true protection experts on this complex issue and the campaign was voted by readers of Cover magazine as the best in communicating the gender changes. It also smashed sales records - week 51 of 2012 delivered £1.8m sales, a 300% increase in sales vs. the same week in 2011. And all from a total marketing budget of £84,500.