To tackle the stat that nearly 70% of American adults lack a will, legal insurance provider ARAG teamed up with agency BarkleyOKRP and actress Kathy Najimy for an unconventional National Estate Planning Awareness Month initiative: "The Great Winheritance." Rather than leaning into morbid tropes, the interactive campaign invites fans to visit a dedicated site and pitch why they deserve to win eccentric personal items from Najimy’s own estate—including a disco-ball chicken and a crystal ball.

By pairing comedic personality with ARAG's online LegalNow platform, the multi-channel push turns estate planning into an approachable celebration of life and personal wishes. The campaign lowers barriers to entry by offering discounted DIY document templates alongside attorney-backed legal support, showing consumers that protecting their legacy can be simple, proactive, and surprisingly entertaining.

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