Res Publica is currently working with Priceline to promote the launch of Priceline Protects – a new insurance offering developed to challenge the conventional approach to insurance by providing affordable, accessible and relevant insurance options to Australian women and their families.

To support the launch, Res Publica commissioned a survey of 1,000 Aussie mums to get an understanding of how they felt about the insurance industry. The findings showed that 85% of mums are frustrated with the industry, viewing insurance products as too expensive, too time consuming and filled with jargon. Some women would actually prefer to have a pap smear (27%) or change a dirty nappy (19%) than look into insurance. [1]

Res Publica used these findings to engage with a range of media – from women’s and parenting magazines to personal finance and insurance writers. The media campaign will be supported by a series of events for mums and mums-to-be to drive awareness of Priceline Protects with this key audience.

Designed by women, for women, Priceline Protects has been developed in partnership with leading life insurer AIA Australia and will launch with two initial insurance options – Priceline Protects Life Cover and Priceline Protects Serious Illness.

This move into the insurance space, from Australia’s leading health and beauty retailer, comes at a time when Australian women are chronically under-insured[2]. Amanda Connors, Priceline Marketing Director believes Australian women have a conflicting approach to insurance: “We know they’re the ones looking after most of the household admin[3]. They’re making the key decisions and keeping the family budget in check, yet despite 78% classifying life insurance as an important form of protection for their family, scarily over 62% don’t actually have any[4].”

The survey conducted by Lonergan research in February 2011 also looked at the reasons why Australian mums don’t have life insurance, finding that concerns around cost, time and a lack of understanding of the benefits were the main deterrents .[5]  This avoidance comes despite the fact that over four in five (83%) Aussie mums believe that their untimely death would place an enormous or significant financial strain on their family[6], highlighting a strong awareness amongst mums of just how important this type of protection is.

Priceline Protects – the key facts

·         Backed by one of Australia’s leading life insurers, AIA Australia

·         Currently offering Life Cover and  Serious Illness

·         No medicals required – sign up in just a few simple steps

·         Affordable monthly cover from less than $20 a month

·         Bonus Clubcard points for every insurance dollar spent

·         For more information about Priceline Protects go to www.pricelineprotects.com.au or call 1800 66 77 80