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.
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