AMP is a freelance Content Marketing, Public Relations, Copywriting project by Colin Kennedy
The objective of this campaign was to promote AMP’s business and life insurance products. To stand out, it was important to be relevant. In devising the strategy, I wanted to show how insurance is inextricably linked to the quality of life and the decisions we make today, not yesterday.
To achieve this, I identified several relevant and newsworthy problems and issues, including the lack of Government funding around lifesaving drugs like Herceptin (a burning issue at the time).
One of the stories I wrote was called: “Give-a-little, Pharmac and Herceptin: What do you do when there’s no money for drugs that will save your life?”
I wrote a mix of scripts, press releases and educational pieces and syndicated these across various channels, including AMP's website, Outbrain and The Paul Henry Show.
The article “Funding healthcare with trauma insurance" was published through Outbrain and directly resulted in 12 people requesting personal quotes for insurance in the first 14 days.
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