MHA Auto No-Fault Campaign Concludes, Wins Award of Merit
Posted on January 13, 2021
The MHA’s auto no-fault public education campaign “Big Changes Ahead” concluded Dec. 31. Shortly after, the campaign website DriveProtected.org won an Award of Merit through the 2020 Diamond Awards.
The Diamond Awards are hosted by the East Central District PRSA, which covers chapters across Michigan, Indiana, Kentucky, Ohio, West Virginia, and western Pennsylvania. The awards are presented to public relations practitioners who have successfully addressed a communication challenge with exemplary skill, creativity, and resourcefulness. Big Changes Ahead is one of 18 Diamond Award Winners for the year 2020.
The campaign launched statewide last June after the MHA found the state’s 7.2 million licensed drivers were largely unfamiliar with the new auto no-fault insurance law set to take effect July 1, 2020. Under the previous law, all auto insurance policies in Michigan cover lifetime medical and rehabilitation care expenses for injured drivers and passengers — for as long as the care is needed. Under the new law, Michigan drivers for the first time have the option to choose significantly lower levels of medical coverage when they buy or renew their policies. Big Changes Ahead served as a public education campaign designed to make Michiganders aware of the medical coverage options available to them, and help drivers make fact-based decisions to protect themselves and their families.
The public education campaign included radio, billboard, and social media paid ads across Michigan, earned media activities, and the DriveProtected.org website. By December, the campaign site saw more than 129,000 pageviews and reached 54 million in online readership. Social media advertising resulted in 77% positive sentiments on car insurance in Michigan, and native advertising was served more than two million times over the course of the campaign. The MHA will continue to work with partner stakeholders to evaluate drivers’ awareness of their new coverage options and the choices that they make when buying coverage.
Questions about the Big Changes Ahead campaign should be directed to Ruthanne Sudderth at the MHA.
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