DDB Guatemala | If Then Inc.

Insight:

In many countries, same sex marriage is still illegal, denying homosexual couples fundamental inheritance rights.

The Smart Legacy is an innovative technological solution developed by ifthen.inc. and DDB Guatemala to safeguard and execute inheritances in the LGBTQ+ community, regardless of any country’s legislation.

Impact:

The Smart Legacy has significantly impacted succession planning in Guatemala. With more than 150,000 users, it has demonstrated significant demand for a secure and accessible platform for storing and sharing legal documents related to succession.

Beyond its practical benefits, the Smart Legacy has helped increase brand awareness and consumer engagement around gender representation and the importance of legal documentation for marginalized communities.

The product has contributed to a more inclusive and equitable society in Guatemala, demonstrating the potential of technology to address real-world problems and promote positive social change.

The Smart Legacy is a great example of how innovative technology can have a meaningful impact on individuals and communities, especially those who have been historically marginalized.