People expect their insurer to be there when things go wrong. Santam decided however to play a more active role in helping its clients avoid traumatic incidents in the first place. It is after all, better to be safe and sound than to ever have to claim.

The “Be safe out there” campaign was focused on making people aware of the risks they sometimes take, often unconsciously. A simple message lay behind every communication: Would you change you behaviour if you were aware of it or if your circumstances were different? The campaign was rolled out across all platforms.

Special print and radio ads were designed - highlighting the risk most likely to occur on every specific day of the week and how people could avoid them or safeguard themselves from it. Next, media buys were negotiated with media. Each ad only ran on the day it spoke of.

* Direct call centre saw a 17% increase in call volumes.

*13% increase in web leads during the campaign period.

* 35,000 Video views.

* Google Search produced 14,122 impressions and 2,555 clicks.

* Google Display produced 5,027,758 impressions and 15,245 clicks.

* Facebook generated 39,006 clicks and served over 4 million impressions, whilst we had 65,000+ engaged users on Facebook and Twitter.