Generation Change for Direct Line

Wilderness devised a new youth-focused campaign for Direct Line to change perceptions of insurance. Generation change: A New Wave of Problem Solver looks at youth-based organisations that are making a difference to their communities with Direct Line commissioning Channel 4 to make a digital content series produced by TCO London.

The Channel 4 series, and surrounding campaign run by Wilderness, looks at three inspiring organisations that have already had a positive impact on their local communities solving problems through addressing barriers to fairness and social mobility: Goal Diggers, an inclusive women’s football club in East London for women and non-binary people, regardless of age, experience or ability; Exist Loudly, an organisation that creates safe spaces that prioritise joy for young, queer, black individuals and House of Cinn, a group which sells cinnamon buns and cakes to help rough sleepers get off the streets.

Direct Line is supporting the three groups and their members with a mentoring programme, ongoing wellbeing and safeguarding support (provided by Beatfreeks) and additional funding.

The social series will be supported by a wider campaign including shorter shoulder content on Direct Line’s social feed, a PR campaign and radio partnership with Bauer Media.

The Channel 4 film series, entitled Generation change: A New Wave of Problem Solvers will run across the broadcaster’s YouTube, Facebook and Instagram account from this week. The first film can be seen here on Facebook and here on Youtube.

The campaign was a hugely collaborative effort across all partners, with Wilderness devising and managing the creative execution on Direct Line’s social channels, MediaCom handling planning, buying and media partnerships, and 4Studio developing the core campaign content alongside TCO.

Jamie Maple, Strategy Director at Wilderness, said:

“Insurance is a product absolutely bound up with identity and self-worth. From filling in forms, assessing what you think is worth your time and money – … it’s something that many younger people feel is irrelevant to their concerns and to how they see themselves. The work Wilderness has done is not just about this campaign, but about helping Direct Line reach and understand this audience over the long term by focusing on what really matters to them.”

Rachael Lynch, Marketing Manager at Direct Line, said of the campaign:

“We know that young people often feel that insurance isn’t for them – it doesn’t represent their concerns or understands their lives. We’re committed to creating a world where insurance is personal, inclusive and a force for good, we wanted to make a move to connect with this audience by amplifying the voices of some of the young people who are amazing problem solvers; making a direct, meaningful impact on their communities today.

This is about more than just understanding younger people – it’s about sharing values about what matters, and what should be protected – and about finding ways to connect on common ground.”