Redleaf wins 'Best PR campaign'


Redleaf wins 'Best PR campaign' at the Insurance Marketing and PR Awards

Redleaf wins 'Best PR campaign'

Redleaf Communications has been awarded ‘Best PR Campaign’ at the annual Insurance Marketing and PR Awards for its work on the ‘Insurance Made Simple’ campaign on behalf of its client, The Chartered Insurance Institute (CII).

The award recognised the agency’s work in simplifying insurance for consumers, through an innovative, multi-channel campaign encompassing media relations, digital and social media, a bespoke website and comprehensive consumer guides. The judges praised the campaign for breaking down the complexities of insurance and making it interesting and accessible to all.

Insurance Made Simple provides jargon-free, straightforward information to anyone wanting to learn more about insurance, even down to specific questions, such as ‘what is a no-claims discount?’ or ‘what do I do if I need to claim?’ The campaign was designed to help consumers in an impartial and unbiased way, without being linked to any one insurer. It was not designed to promote the CII but to maintain and build the public’s confidence in the insurance industry – one of the key tenets of the CII’s charter. Insurance Made Simple had to work for insurers, brokers and the wider industry and be accessible to anyone who had questions about insurance across a variety of channels.

The judging panel was made up of marketing and PR experts from all disciplines, including those working in insurance and those from outside the industry. Redleaf fought off stiff competition from Aviva, Co-operative Insurance, MORE TH>N, Towergate Insurance and Green Flag to scoop the prize on the day.

Emma Kane, Founder and Chief Executive of Redleaf, said:

“This is an excellent win for the team as it not only recognises their expertise in the insurance sector but it shows how they can take a complex subject and make it work for a variety of audiences across multiple channels. The team have delivered fantastic results for the CII across national print, broadcast and digital media and have been praised by the industry for the work they have done. I am really proud of them for all they have achieved and it is fantastic to see it independently acknowledged in this way.”

David Ross, Director of Communications at the CII, said:

“People buy insurance to protect against the financial effects of unpredictable event, but for many it’s complex and confusing. The CII wanted to make it easier for people to understand insurance and make informed decisions on what cover they need, which is why we undertook the campaign. I am really pleased with what we have achieved on this and absolutely delighted that we have been recognised by our peers in the industry for this.”

The Insurance Made Simple campaign was developed by Redleaf and design support was provided by Rare Breed, on behalf of The Chartered Insurance Institute (CII).