Future You

Studies prove that when we think about our future, we view our future selves as strangers and believe nothing bad will happen to that person. For these reasons we rarely save our money, or protect ourselves against the pitfalls of life... which makes it kinda hard for Prudential to sell retirement plans or life insurance.



The first step was to stop people thinking of their future selves as strangers. After all, your future self is a lot like you.



We then showed people how bad they can be at predicting if something bad will happen to their future selves. 


Webbys - Honoree