There was a disastrous earthquake on August 17, 1999 around Kocaeli, which is the neighboring city to Istanbul, Turkey. Approximately, 30 thousand people died, tens of thousands of people became homeless. After the earthquake, DASK (Turkish Catastrophe Insurance Pool) was established, which is an organization in Turkey that works with the World Bank to make sure that all citizens are insured against potential catastrophes that might happen in Turkey.
Compulsory Earthquake Insurance is a new insurance system which is created to ensure the compensation of the material damages on dwellings caused by Earthquakes. Following a comprehensive research, this system is created with the cooperation of the World Bank, Turkish Government and the insurance sector and its fundamental purposes.
However, 10 years have passed since that earthquake and still a significant majority of people have not insured their homes. Therefore, DASK has commissioned a media campaign to change perception of the people and raise consciousness about what would happen after the earthquake. This media campaign was built on the strategy that people believed that if an earthquake happens, they would die. Yet, the research shows the opposite: if an earthquake happens, 99% of the people would live and 57% of the houses would die.
This means that “the earthquake will pass and life will continue”, but how will it continue? So, they prepared the media campaign, which you can watch below, to show people how would life be after the earthquake.
The result, as they state, was outstanding. The insurance rates skyrocketed, since people’s perception about the earthquake changed from a catastrophe that would kill to a catastrophe that would make you homeless.
This campaign is a very good example to show the importance about strategic approach to a perceptual category in the target audience’s mind and how would relevant communication may change that perception.