Media Relations / PR Strategy and Campaigns
Australia’s peak body for general insurance, the Insurance Council of Australia (ICA), appointed Truth Agency to develop and implement a B2C campaign to launch their new consumer information website, www.understandinsurance.com.au
A national initiative, the campaign focuses on empowering consumers to make better decisions about insurance and represented ICA’s first-ever consumer facing campaign.
Before developing the communications strategy, Truth 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.
In response to the brief, Truth has developed and executed an integrated communications campaign across traditional, social media and digital platforms aimed at encouraging consumers to think differently about general insurance and driving engagement around the Understand Insurance website.
Research has formed a fundamental plank of the PR campaign, with Quantum conducting four research projects since its inception. Each time, Truth has been required to take the research results and translate them into materials for a national media relations campaign.
The most recent focused on travel insurance and revealed an alarming number of Australians, predominantly 18 to 29 year olds, travel abroad without travel insurance.
Truth facilitated a partnership between Understand Insurance and smartraveller.com.au. The centrepiece of the campaign was a national media launch at Parliament House involving the Federal Minister for Foreign Affairs and Trade, the Hon. Julie Bishop. It also involved sourcing and developing a series of travel insurance case studies for video content.
The travel insurance campaign is just one example of the strategic and integrated approach Truth has applied to the Understand Insurance campaign since its inception – an approach which has seen organic engagement increase almost three-fold, and more than 2000 media mentions across mainstream and digital channels.