The advert about a dad meeting his newborn son for the first time has been aired on
Talk Radio 702 in recent weeks. The implicit message of the advert, given the slogan “love change”, is that outdated attitudes should also change, but some listeners do not interpret it in this way.
“At BrightRock, we pride ourselves on our ability to meet your needs and to respond as those needs change. So we’re heeding 702 listeners’ feedback, and giving you the chance to change our advert,” says Suzanne Stevens, executive director: marketing at BrightRock.
The winning script will be recorded and flighted on radio – and the script writer will get to attend the studio recording.
“BrightRock’s needs-matched life insurance is the first ever that changes as your life changes. So, while most people fear change and the uncertainty it brings, BrightRock clients can love change, and the new choices and opportunities it brings. Especially at life’s inflection points – those milestone moments that change your life forever. For our radio advert, we chose the birth of a child as one of those inflection points. So the winning script will be the one that best reflects the fears, hopes and aspirations of a father for his newborn son.”
The promotion kicked off on the Jenny Crwys-Williams show on Wednesday, 13 March on
Talk Radio 702 and on
Facebook. To find out more, click
here.