AL has unveiled its new brand platform, 'Life Takes Guts – Protecting it should be easy', reflecting its mission to make life insurance easier and more accessible. TAL is addressing feedback that many people find life insurance complex and difficult to connect with, particularly younger Australians, who often view it only as death cover and therefore less relevant to their stage of life. The national campaign is designed to reflect real Australian lives, with each of the campaign executions telling a different story.