The Insurance Council of Australia fights industry talent shortage, via new M&C Saatchi Group campaign
Australia’s general insurance industry’s representative organisation, the Insurance Council of Australia (ICA), has rolled out a first-of-its-kind platform with the aim of recruiting more people to the industry, via M&C Saatchi Group.
The campaign’s creative work features industry employees “working in roles that people might not know exist in insurance”, allowing audiences to learn more about what the general insurance sector can offer in terms of career opportunities.
There are three workers so far – an AI solutions leader, a disaster response manager and bushfire prevention engineer.
The launch marks the introduction of the ICA’s fresh, integrated communications platform, ‘It’s Our Policy.’
The platform’s launch comes around roll out of the Insurance Industry Talent Roadmap – an outline covering six years, written to resolve the insurance industry’s worker shortage by providing strategies for talent attraction and retention, skill enhancement and more.
In addition to the ICA, M&C Saatchi Group also worked with “various insurance industry working groups” to produce the campaign. The project required the creative collective to leverage its media, data and creative expertise in conjunction with qualitative and quantitative research that had been conducted before the roll out.
“We’re proud to be partnering with the Insurance Council of Australia, bringing together the disciplines of creative and media, all wrapped up in a data driven measurement and evaluation framework,” said Michael McEwan, chief executive officer at M&C Saatchi Agency.
“This campaign is the output of consultation across the insurance industry and it’s been great to see competitive brands come together to get behind this, under the strong leadership of the ICA.”
When commenting on the platform, the ICA’s general manager for public affairs, Mathew Jones, expressed his enthusiasm, saying he feels “confident” with the campaign’s ability to provide audiences with guidance on how an insurance career can help them.
“We’re really excited about this new campaign and in particular the three very talented insurance industry professionals we’ve been able to showcase.
“We know from our research that we have more to do to tell the story of how a career in insurance aligns with career seekers’ values and aspirations, and we’re confident that we’ve been able to do this with this new campaign.”
Live in Queensland and New South Wales, ‘It’s Our Policy’ has launched on out of home, YouTube, digital, social, audio and BVOD channels.
The campaign is planned to be released nationally in 2025.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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