The Power of the Premium

As inflation began to impact on insurance prices, the Association of British Insurers used a content-led campaign to help inform the public around insurance principles. The campaign utilised advertising, influencer partnerships and PR, with a short animation at its heart - telling the story of a dad's recovery after an accident from the viewpoint of his seven-year-old son. The campaign drove significant interest - primarily organic - and led to improved understanding of how insurance works among the public.