Why we insure women take 2

1st for Women’s new television advertising campaign features three men reversing from Johannesburg to Cape Town all in the name of a R50 bet. Typical, right?

1st for Women thinks so. That and the fact that statistically, women take fewer risks, make more careful decisions, usually stick to the speed limit and frown upon road rage is why they only insure women.

The new advert titled ‘So Backwards’ was created by Dean Bloomberg from Bouffant Productions in conjunction with Black River FC and was launched in January 2009. It has, since its launch, received rave reviews and was recently awarded Brendan Seery’s coveted Orchid in the Media and Marketing section of The Saturday Star.

The adverts tongue-in-cheek approach supports the brand’s identity of being current, women-focused and women-driven.

Commenting on the advert, Robyn Farrell, managing director of 1st for Women said: “Historically, our adverts are known to be fun and engaging. The maverick approach to our campaign certainly sets us apart and illustrates that women are lower insurance risks than their male counterparts.”

1st for Women has statistical evidence that proves that women are involved in up to 20% less accidents that men and in respect of motor accident repair costs, the average repair cost involved in repairing an accident damaged motor vehicle that was driven by a woman is up to 35% less than one driven by a man. This trend is an international insurance phenomenon and is not limited to the local South African short-term insurance industry.

“No men were harmed in the making of this advert,” assures Farrell.