Australia – Financial services brand Suncorp Insurance has launched a new campaign called ‘Resilience Road’, which aims to demonstrate and educate how resilient thinking can help save a home from the impact of ever-increasing climate events.
The campaign, which was developed in partnership with advertising agency Leo Burnett, was designed through the use of the data and insights from last year’s One House project by Suncorp. Assessing five houses in one of Australia’s most disaster-prone towns, Rockhampton, the campaign highlights how families could make resilience their next renovation.
Moreover, Suncorp and Leo Burnett have also worked with The Glue Society to create a fully integrated content system that people can use, learn, and apply to their own homes. The project team has seen a transformation in the families that took part in how they looked at preparing for natural disasters and how much more control they could have over their fate.
Suncorp has also unveiled the Resilience Road Hub, a virtual demonstration of the project and a place where people can learn about upgrades to make to their own homes.
Mim Haysom, Suncorp’s executive general manager of brand and marketing, shared, “Following on from the success of One House, we created Resilience Road with the intention of taking the elements of our One House prototype into the real world, and to demonstrate how some relatively small and simple changes to your home could be the difference between your home surviving a severe weather event or not.
“You can see from the reaction of the families we supported through the process, how transformative this thinking can be. Not just for one home, but for whole communities,” said Haysom.
Meanwhile, Andy Fergusson, Leo Burnett’s executive creative director, said, “Since the inception of One House, our vision and ambition has always been to democratise resilience and make it accessible to all Australians. Resilience Road is yet another step in making our homes and community as resilient as possible.”
The campaign will run in Queensland across broadcast television, radio, online, and across social.
