The right strategy is no accident

There is much debate in the media surrounding personal injury claims, with strong views being expressed by different organisations and Government offices. In the midst of this, we are working with National Accident Helpline to put the voices of those who have suffered a personal injury at the centre of the conversation. For The Real Cost of Personal Injury Report, we carried out research into the financial and emotional impact of a serious accident, and interviewed people who had suffered a serious injury to hear about their experience. The insightful findings and data secured 33 pieces of coverage, including The i, and interviews on Sky News Radio, LBC Radio and regional BBC Radio stations.

Working closely with National Accident Helpline, we continue to secure national and consumer media coverage that distances the company from negative misperceptions, and looks at the experiences of those who have had a life changing accident.

Demonstrating precisely why National Accident Helpline is different from other players in the crowded personal injury market might not sound like an easy task. But through campaigns aimed at tackling negative misperceptions and giving a voice to personal injury sufferers, combined with a consistent drumbeat of news, we are helping National Accident Helpline stand apart from the crowd.

We created an annual campaign, Accident Awareness Week, focused on demonstrating National Accident Helpline’s concern for public wellbeing, and its desire for people to avoid injury where they can. In its first year, the campaign secured 40 pieces of coverage and six follow links. In addition, we skilfully made the most of a superstitious day and boosted National Accident Helpline’s social engagement. In the early hours of Friday 13th, 300 soft toy black cats appeared around London, encouraging people to put aside Friday 13th superstitions and look after themselves during Accident Awareness Week. This activity generated 700 tweets on the competition hashtag in a single day. The second Accident Awareness Week in 2016 saw a focus on the impact of the nation’s technology habits on our safety, securing 24 pieces of coverage emphasising National Accident Helpline’s focus on public safety.