Personal Longevity Indicator: Inspiring Brazilians to Plan for a Better Future

Client: Grupo Bradesco Seguros

Bradesco Seguros launched the Personal Longevity Indicator (PLI) to make longevity planning more tangible for Brazilians. As life expectancy rises, the initiative aimed to demystify aging, encourage proactive planning, and inspire behavioral change.

Challenge & Strategy Longevity remained an abstract topic despite growing interest in health metrics. The PLI assessed individuals' readiness for aging based on physical, mental, financial, social, and environmental factors, providing personalized scores and actionable recommendations to make longevity a practical conversation. Execution & Impact PLI's methodology was developed and tested with Locomotiva Research Institute and Alexandre Kalache, based on a 1,000-person survey. Online test with a 0 to 100 score and a Pocket Manual with longevity tips. VIP launch event & media outreach, securing 95+ press features and 1,000+ test visits in the first week. Phase 2 expansion planned, bringing the PLI to public spaces like subways. By making longevity accessible and actionable, Bradesco Seguros strengthened its leadership in the field, inspiring Brazilians to plan for a longer, healthier future. Link to the online test: https://indicadordelongevidade.com.br/responder