IFSA launches underinsurance campaign
The Investment and Financial Services Association (IFSA) is launching an initiative with the life insurance industry aimed at closing the underinsurance gap by encouraging Australians to take out life insurance.
The campaign, Lifewise, has been funded for its first year by contributions from IFSA's life insurance members, and IFSA is looking for further contributions from its member firms in 2010.
The organisation is looking for companies to actively support the initiative for one year by raising awareness of the underinsurance problem, including identifying themselves as Lifewise supporters on their marketing campaigns as well as on IFSA's website.
IFSA’s senior policy manager, life and risk, Emma Grainge said IFSA was talking to a number of community groups who have “access to a different type of audience” to gather support for the campaign. Grainge is running the campaign together with Daniel Newlan and Holly Dorber.
“Through the promotion of this campaign, we’re hoping to reach people who might not necessarily be as engaged currently as we’d like,” said Grainge.
The campaign will be launched at an IFSA member luncheon on May 1.
AUTHOR
Benjamin Levy
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