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CPL creates powerful campaign content for insurers body

An animation on the industry’s role in tackling the challenges of climate change and a revamped annual review are among the content created by CPL for new client the Association of British Insurers (ABI) in recent weeks.

CPL started working with ABI in late 2020 when we took just a few weeks to conceive, design and create Rising to the challenge, the organisation’s annual review.

Using CPLPortfolio, our bespoke digital publishing channel, the online review is designed to be read easily on laptops, tablets and mobiles. Specific pieces of content in the review, including infographics, timelines and some in-depth features written by CPL journalists, are also simple to share via social media and other channels.

Since then, CPL has gone on to work with ABI on a number of other projects, including this animation which was used at the association’s 2021 conference. The ABI believes the insurance and long-term savings industry has a significant role to play in tackling climate change – and the animation set the scene for some of the detailed collective work ahead.

CPL is also working with ABI on ‘Day One’, a project to raise awareness of employers’ responsibilities towards their employees on their first day in a new organisation. After developing the overarching messaging for the campaign, the strategy and creative teams went on to devise an animation and other material to communicate the themes of ABI’s Day One campaign, which will be live soon. 

Stephanie Kenyon, assistant director, head of campaigns and marketing for ABI, said: “We are delighted to be working with the CPL team. They clearly understand what makes membership organisations (and their members) tick. 

“I also particularly like the way they focus on understanding the strategy behind our communications and marketing campaigns, helping us with the messaging before going on to produce content that is consistently excellent across multiple platforms.”

Sophie Hewitt-Jones, director – client services for CPL, added: “It’s always great to work with new clients and we are really enjoying building a strong relationship with ABI. We look forward to more projects to come as ABI raises its profile among members and wider audiences, not least on the important topic of climate change in the build-up to this year’s COP26 conference in Glasgow.”

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