Public awareness set for boost in ICA campaign

Positive communication

Brokers were given a special sneak preview of the Insurance Council of Australia’s new initiative, the soon-to-be-launched Understand Insurance website.

At the NIBA Convention in Melbourne on Tuesday, ICA spokesman Campbell Fuller ran brokers through the initiative, which is set to launch next month and be supported by a public relations blitz.

The goal, Fuller says, is to encourage Australians to learn more about insurance and better understand how they can take control of their insurance purchases.

From types of risks and products to making a claim, resolving disputes and using a broker, the initiative is aimed at steering consumers and small businesses through the “want-to-knows” and “need-to-knows” of general insurance.

Fuller gave a comprehensive tour of the new website and the specific sections tailored towards brokers.

He says the site will feature an entire section dedicated to brokers, with advice for the community on  how to engage with brokers, the benefits of engaging a broker, dispute resolution advice and useful links, including NIBA’s popular Need a Broker service.

The site will also include downloadable broker tips and FAQs, offering them additional resources to share and discuss with clients.

Fuller says the site will steer away from “price argument” and concentrate on “value proposition”, as well as provide an extensive breakdown on risks.

In addition, it will include genuine unpaid consumer testimonials, plus third party endorsements, tools and calculators, and downloadable checklists that cover common consumer questions like protecting your home and contents and travel insurance tips.