Our sister agency icon.pr has won the Insurance Council of Australia account in a competitive pitch for a new financial literacy initiative, Understand Insurance, which aims to empower consumers to make well-informed decisions about their general insurance needs.

Insurance Council partners with icon.pr for national campaign

Insurance Council of Australia Chief Executive Rob Whelan said Understand Insurance was designed to guide Australian consumers and small business operators through the insurance process.

“Our research showed the need to improve consumers’ understanding of the benefits of insurance and its key components,” Mr Whelan said.

“The Understand Insurance campaign will provide information relevant to consumers’ lives – from school leavers wanting to purchase their first motor vehicle policy, to young families insuring their family home, through to retirees travelling overseas.

“It will provide a much-needed general insurance voice and take its place alongside other financial literacy programs as a valuable resource for the Australian public.”

The first phase of Understand Insurance will be an online information portal, which will launch to the public in late 2013 and will provide easy-to-access information, downloadable fact sheets and checklists, consumer video testimonials and expert views on all aspects of general insurance.

icon.pr Managing Director Joanne Painter said the team was thrilled to work with the Insurance Council of Australia to launch Understand Insurance and encourage Australian consumers to think differently about insurance.

“We are excited to work with the Insurance Council of Australia on this high-profile financial literacy campaign designed to educate and benefit all Australian consumers,” Ms Painter said.

“Using a savvy blend of PR activation, traditional media relations, a high-profile media launch and social media, our aim is to shift perceptions of the general insurance industry and re-engage Australian consumers on the benefits of being insured.”

See the announcement in Mumbrella.