UIA Teacher Campaign


UIA Mutual Insurance has been providing great value, high quality insurance to trade union members and their families for over 125 years. Their services are also available to the general public seeking competitive premiums and a wide range of cover on Home, Travel, Pet and Car Insurance.

Being mutual means, they are owned by their policyholders; which enables them to keep premiums low, provide excellent products and employ highly trained staff.

Our first campaign, tailored towards the teacher’s unions, was developed during lockdown presenting not only product and audience challenges but economic challenges too. The main objective of this campaign was to create brand awareness for UIA which at the start of the relationship was very low.



Creatively we had to represent not only inclusivity and diversity as expected, but also had to take the current social distancing measures into consideration. We played on familiar classroom terminology and stereotypes, such as ‘hands up’ and ‘gold stars’ and incentivised data collection with a triggered price draw for an overall engaging campaign that would cut through the noise.

We had already built a data preference centre for the client to manage and grow their own data, so this first campaign delivered through EDM, social media and digital advertising, directed products to the centre, to encourage teacher’s union members to sign up to the UIA newsletter.

This was the first of a planned 6-month campaign targeting different unions.

The overall concept will be utilised throughout, however, we will continue to segment their audience by profession so that each campaign is customised to be relevant to each sector.

If you would like some help in getting your brand recognised, talk to us today by contacting jennifer@cuckoodesign.com.

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