IFSA - Lifewise campaign

In 2008 IFSA engaged Honner Media in partnership with marketing specialists endgame communications to develop a long term public awareness campaign aimed at encouraging Australians to be properly insured in the event of an accident, illness or death.

Officially launched on 1 May 2009, the Lifewise campaign comprises a number of components aimed at creating public awareness around Australia’s underinsurance problem, including the development of a consumer brand, a stakeholder engagement program and media profiling.

The first year of the campaign has delivered against the stated goal of securing stakeholder support for the Lifewise brand as demonstrated by:

• Strong media coverage of the launch of the brand manifesto in August 2008 with lead stories in the Sydney Morning Herald and trade publications
• Positive feedback from IFSA members and other supporters on the campaign positioning, visual identity and website design and copy
• Over 50 signed supporters at launch including five community partners
• A sell out launch event with close to 400 attendees and positive feedback from attendees
• Strong media support by leading finance commentator Ross Greenwood
• Sustained media coverage of the campaign launch including in consumer press targets such as Woman’s Day and 2GB.

Honner Media is now in the process of rolling out year two activity to continue to build momentum on this important social issue.