70% of South Africans don’t have a will, a statistic Capital Legacy is determined to change through a bold and humorous new campaign.
South Africa (13 August 2025) – You know those moments that would make for a truly bizarre “final scene” in your life? Maybe you’re stuck mid-yoga pose, caught under a bench press, or lining up the perfect golf swing when lightning strikes.
Well, on this week’s Good Things with Brent Lindeque, I sat down with Grant Fietze, Head of Marketing at Capital Legacy, to talk about their cheeky, clever, and just a little bit shocking new campaign, Don’t Die in an Awkward Position. Their message is to have a laugh but also to discuss your will. Because 70% of South Africans don’t have one. And yes, we even asked our production crew on set… out of five people, only one raised their hand.
Capital Legacy knows that talking about death isn’t exactly a favourite dinner table topic. But avoiding it comes at a cost. Without a will, your family is left dealing with confusing legal paperwork, delays and sometimes even heartbreaking feuds over who gets what.
Grant explained, “It’s provocative, yes. But it’s intentionally designed that way to stand out, cut through the clutter and shift behaviour. To get South Africans talking about wills. And more importantly, writing them.”
And while the adverts show over-the-top, awkward death scenarios, like taking a selfie with an elephant just before things go wrong, they land the point with humour, which South Africans are famous for.
Craig Harding, CEO of Capital Legacy, summed it up perfectly: “If this campaign helps start that conversation, it will have done its job. Yes, it’s a bold campaign, but it’s all in the name of making the loss of a loved one easier for those left behind.”
That’s the good news here. Through laughter and honesty, the campaign is doing what few have managed: making people stop, think, and take action on something that will protect the people they care about most.
Don’t die in an awkward position. Don’t leave your family in one either. And if this conversation, and a few giggles, gets just one more South African to sort out their will, that’s a win for everyone.
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