Context
A campaign is being launched today by the ABI to help consumers understand what their insurance premium pays for and to demonstrate the core principles of insurance.
‘Dad comes home’ is a fictional but illustrative insurance claim against an at-fault driver who crashes into the father character and tells the story of a dad recovering after a road traffic accident, through the eyes of his seven-year-old son.
Key points to note
- The campaign is aimed at explaining the principles of insurance – how premiums of the many pay the claims of the few; not just for car accidents but also with life, contents and travel insurance etc.
- It uses animation to show crucial role of cover in post-crash convalescence and outlines what the insurance system will pay for
- Aims to demonstrate what a consumer’s premium pays for, even if they never claim
- The film is available across digital channels.
Next actions
None – for information and awareness.