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Lincoln Financial: The (Un)Spoken Plan

47% of Americans struggle to have financial conversations with their loved ones*, so Lincoln Financial set out to change that, because the more we talk, the better we plan, protect and retire. To do this, we created The (Un)Spoken Plan, a campaign that launched with a social experiment, in which we took over an NYC restaurant, added hidden cameras and changed up the menu to get real, unsuspecting families talking.

*Lincoln Financial Group 2019 Survey. Learn more at lfg.com/unspokenplan