Tu Legado

About This Project

Summary

Trust & Will set out to make estate planning more accessible to Hispanic Americans, an audience historically underserved by the financial and legal systems. Tu Legado was our social-first response. Timed to the 2026 FIFA World Cup, we used fútbol, family, and legacy to make an unfamiliar subject culturally relevant, using Spanish storytelling, El Libro Vaquero-inspired creative, and community participation to build the conversation.

Goals & Objectives

Build awareness of estate planning among Hispanic Americans, remove language and access barriers, and use culturally relevant social storytelling to make the subject more familiar, approachable, and meaningful.

Results & Impact

Tu Legado reached over 40,000 people and brought us 562 new Instagram followers. The campaign sparked 1,460 comments, with audiences opening up about the people and traditions that shaped their lives. We partnered with youth program Soccer Shots to help pass a love of fútbol to the next generation.