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Hard-hitting or gently does it?

Last week Money Marketing revealed details of the industry-wide protection campaign, which has set itself a budget of £5m to fund a public awareness initiative.

The question now being asked is how much a hard hitting campaign can change behaviour.

At a consumer protection insurance engagement campaign presentation this month, Zed Media joint managing director Paul Constantine said the group will need around £5m to fund a major campaign to raise consumer awareness of their protection needs.

Constantine said £3m would be spent on a TV ad campaign, £250,000 on press advertising, £280,000 on search engine marketing, £50,000 on search engine optimisation, and £220,000 on online advertising.

Production will cost £568,000 while management and research costs will total £150,000.

But having looked at campaigns such as Act on CO2 and the Fire Authority of Northern Ireland, Cicero Consulting account director Mark Twigg said the group needs to disturb the way that consumers think.

He says: “Clearly the big issue is a disturbance campaign. For far too long people have seen protection as a low interest issue and we need to get our head round whether it is a factor of low consumer awareness, low consumer understanding, or whether the consumer thinks they have other needs.

“Whatever the causes of low consumer engagement, we need to disturb the way that they think and the way they interpret and understand protection.”

DLKW joint chief executive Richard Warren says the Fire Authority of Northern Ireland campaign, which relayed the horrific consequences of not checking smoke alarm batteries and leaving candles burning and the like, is as far as the group could go.
Warren says: “We talked about the need for a disruption campaign and this is the most extreme we could go. This is high drama, and equally the consequences of not having adequate and appropriate protection equally can be quite catastrophic to families.”

As a result of this campaign the number of fires dropped 14 per cent and 60 per cent of people were encouraged to do something practical in preventing fires.

Warren says all research has shown that if you engage people emotionally you have better a communication of rational information.

Do we need a hard-hitting campaign to raise consumers understanding of their protection needs? Let me know your thoughts by clicking the link below.

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Comments

There are 6 comments at the moment, we would love to hear your opinion too.

  1. Hard hitting or gently does it?
    Hard hitting or it will be a complete waste of money. trouble is, the government (FSA) will want to namby pamby and not to upset the poor darlings too much. It might frighten the dog if the TV campaign shows the grim reaper. Remember those very good hard-hitting advert by Allied Crowbar about 10 years ago – the Advertising Standards Agency (I think) had them barred – didn’t want to upset anyone who might be forced to think about death. Oh dear !

  2. Hard hitting by being frank
    Wake people up by showing them how inadequate and ineffectual State support is in pounds and pence. What bills could you afford to pay on £80 a week sick pay etc. You’d barely feed a family so show half empty shopping trolley’s and rip up the Sky contracts.

  3. hard hitting
    to reiterate bills comments the john cleese videos were/are brilliant for their time, I asked if they could be used about 5 yrs ago was told they arent really compliant. but still the gap grows, as a mortgage broker if you got that call from a client saying they needed a smaller house/mortgage as their income had reduced because they had cancer and you didnt sell protection. how would you feel for the sake of a few quid pw!

  4. Who pays the bill?
    I am amazed that what is being suggested here does not include any IFAs or the networks or any other service providers that would benefit from the TV advertising such as the medical collection Cos. Will things change? I hope so but in the short term the emotional aspects of this idea cannot rule the commerical reality that we are in today

  5. Protection campaign
    Bill is right. The ultimate reality in life should be acknowledged and not avoided. However there is another way to link life’s vulnerability with the best solutions. I would encourage the creative advertising people to reflect on the affects of not taking action to ensure you, your family and business can continue – whatever happens. The alternative to effecting insurance is not effecting insurance – is that what you intend? The alternative to having your family’s bills mounting up, losing their home, kids changing schools is appropriate insurance. The alternative to your business closing, staff being made redundant and you/your family left with debt is insurance. The alternative to you sitting at home or in hospital worried about bills is insurance. The problems are scary. The solutions are really very easy to find and afford.

  6. Preaching to the converted?
    The more I think about this & seeing the other comments, the more I feel that this is the right thing to do.

    We have to take the emotion out of the commerical reality but at the end of the day I think that the industry knows it makes sense. If the figures in the article are to be believed then its a lot of money. How will this be funded? If all the reinsurers added 1% to thier terms, would this pay ofr itself?

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