VBI wishes to build an overall communication strategy, first of all about cancer insurance products, to build and strengthen the brand in the market with the slogan Preserving the Value of  Life.However, VBI emphasizes that it does not directly mention death or “threaten” customers about the risk of illness. Understanding that, SAHI asks the question, “What if your life has a deadline?” What will you need to prepare? What would you do to fulfill your dreams, say goodbye to whom, and set goals if you knew there was a deadline? Building on the story of the “life deadline” of real people, SAHI gradually implemented a series of appropriate communication campaigns, bringing motivation and inspiration to cancer patients in line with VBI’s initial expectations.