Background

Australia’s peak body for general insurance, the Insurance Council of Australia (ICA), appointed Icon to develop and implement a public awareness and education campaign to coincide with the launch their new information website called understandinsurance.com.au 

A national initiative, the campaign was focused on empowering Australians’ to make better decisions about insurance and represented ICA’s first-ever public fronted activity.

Challenges

Before developing the communications strategy, Icon conducted a wide range of industry research into the general insurance sector by examining available research reports, media coverage around natural disasters and reviewing external profiles of ICA’s top member insurance companies. 

The single insight that underpinned the campaign was the growing levels of public mistrust directed at the general insurance sector and frustration around rising premiums. In addition to high levels of mistrust, there was also a widespread perception Product Disclosure Statements were unnecessarily complicated and people were choosing price over adequate coverage

Raising awareness for Insurance Council of Australia

Solution

In response to the brief, Icon developed and executed an integrated communications campaign across traditional, social media and digital platforms aimed at encouraging the public to think differently about insurance and drive engagement around the Understand Insurance website. 

The strategy encompassed first-hand stories of people impacted by either being underinsured or non-insured and was anchored by consumer research that supported key messages around the campaign’s main theme of underinsurance. 

The Understand Insurance national research project involving 900 respondents was a critical part of the campaign creating a strategic platform for all communications channels and media materials. The research project was fundamental in securing media coverage and formed the perfect partnership with the five testimonials that Icon sourced, managed and filmed.

Campaign highlights

  • Media and stakeholder launch event at the Museum of Contemporary Art in Sydney 
  • National research conducted by Quantum around Australians’ attitude towards insurance
  • National exclusives for today tonight and News Ltd
  • Filmed testimonials with five real life Australians who’ve experienced the consequences of being uninsured or underinsured
  • Creation and implementation of social media platforms – Facebook, Twitter and YouTube 
  • Information booklets and other collateral for consumers and stakeholders.

Results

  • Media launch attended by AAP, Ch7, Ch10, 2GB and Insurance News
  • ‘Unpacking house’ stunt filmed and aired nationally by TodayTonight
  • Widespread media coverage across a range of publications including Sky News, Ch7, Herald Sun, News.com.au, Courier Mail, more than 20 radio news programs, Money Magazine and Trade Media