ILC ARTICLE

ABI gives insurance a human face with new campaign

21st July 2023

The Association of British Insurers has launched a new campaign to emphasise the principles of insurance and help policyholders understand what their premiums pay for.

The campaign, Dad Comes Home, tells the story of a father recovering from a serious road traffic accident. Told through the eyes of his seven-year-old son, the campaign highlights the services paid for by insurance, such as a carer, physiotherapy, a wheelchair-accessible car, and wage support.

Chris Blackwood, ABI’s Head of Campaigns and Marketing said, “Most people ‘click and forget’ with insurance as they’re unlikely to claim. So, with this campaign we want to show people that their premium carries value in providing a crucial lifeline to those involved in the most severe, often life-changing incidents.”