It’s a typical problem, a National Institution is taken for granted until it becomes crucial to the citizen to interact with it. Such was the case with the National Insurance Corporation. Employers and self-employed were shirking duties to pay into the fund. Employees were often not even aware of all the ways NIC supports and serves them. It also did not help that NIC had not updated its branding and communications and compared to the slick advertising of private, multinational insurance companies, they looked archaic.
Our research revealed that the main message was tackling the complacency and lack of belief that the institution had the power to benefit the average Saint Lucian. A new look was needed that put the beneficiary at the center of the message. It was also important to separately tackle the educational aspect of informing the public of who is eligible for benefits.
A two-pronged approach under the umbrella theme, “The Benefits Are Real”. For the above line media corporate message, an emotive, human-orientated campaign to the soundtrack of a deeply moving anthem that came to life the print, TVCs featuring beneficiaries and their true stories and new suite of in-branch signage and brochures.