This campaign was launched nationally on TV and in print with a local focus for radio. In radio, we chose to portray our message using song as we felt that this would be catchy and an unusual way to get women’s attention. It is also more likely that a phone number is remembered when it is sung. The radio flighted during drive time when most women are on their way home after work.Some of the publications we went into for print were popular women’s magazines like Oprah and Cosmopolitan.The TV was aired during popular women’s programmes.

This was the first time that 1st for Women offered life insurance as a product. For this reason, the campaign needed to drive awareness and it was very successful in this regard.

In terms of responses received, we managed to achieve a figure of 1274 responses over a 6-week period. We are currently awaiting the rest of the results.We feel that we created ample awareness of the new product and moreover, succeeded in tackling a heavy subject matter in an amiable way. We believe that this helped to grab the attention of our consumers.