The Financial Services Council’s Lifewise program has launched Australia’s first social media campaign associated with underinsurance.
Called the Rose Coloured Glasses campaign, its stated purpose is to have Australians look carefully at their circumstances to determine whether they are properly insured for the good of their families.
Lifewise says this is the first social media campaign implemented by the life
insurance industry and is intended to engage some of Australia’s top tier consumer bloggers to start a conversation with Australian consumers.
The campaign seeks to ‘creatively engage’ these consumer web loggers (bloggers) via direct mail involving the distribution of rose coloured glasses, allowing the bloggers to view online messages dealing with the potential devastating consequences of underinsurance to a family.
Lifewise then encourages the bloggers to spread the word about underinsurance, sharing links to the Lifewise website and the life insurance calculator which helps consumers assess their insurance needs.
The problem we face is how to get the conversation started
In launching the campaign, FSC CEO, John Brogden, said: “The ‘she’ll be right’ attitude adopted by the majority of Australians when it comes to life insurance explains why 95 per cent of Australian families do not have adequate levels of insurance. The problem we face is how to get the conversation started.”
“This exciting campaign aims to get people talking about the financial risks associated with underinsurance,” said Mr Brogden, adding “We decided to launch an online campaign because this is the place where consumers are speaking to one another and exchanging ideas on a daily basis.”
“This approach aims to encourage Australians to become more engaged in the decisions they make in protecting their future,” concluded Mr Brogden.
