Law Society of Northern Provinces & PIPLA
Client
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Law Society of Northern Provinces Personal Injury Plaintiff Lawyers Association (PIPLA)
Impact area
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Public Affairs Communications Advocacy Campaigns Media Relations Public Awareness Campaigns Legal Sector Communications
Background
Aimed at road accident victims, the core campaign messaging was simple and powerful and dealt with the impact of the proposed Road Accident Benefit Scheme on individuals.
The campaign included:
- Production of a radio advertisement aired across 19 different radio stations
- A strong advocacy PR campaign
- Development of a consumer website truthaboutrabs.co.za
The brief
Create a consumer education-focused communications strategy on the implications of the proposed legislative changes driving awareness of the rights of individuals affected by road accidents.
Results
The first tranche of the integrated communications campaign ran for just over three months during 2015/2016.
The PR campaign was widely promoted on radio, television and in print with a combined reach of 47 million people, generating over R20 million in earned media exposure through editorial coverage and scheduled interviews.
The campaign resulted in numerous enquiries to the Law Society of South Africa and other Law Societies from RAF victims, generating additional business opportunities for RAF attorneys.
Strong engagement with the campaign website and public opinion poll.
Supporting interest from bodies such as OUTA.
Improved accountability within the Road Accident Fund environment.
Greater clarity regarding the role of attorneys in the claims process and the opportunity for the Law Society to speak with a unified voice.
Significantly, the proposed RABS framework remained unsigned.
PIPLA campaign impact
The success of the campaign resulted in CFPR being appointed to represent the Personal Injury Plaintiff Lawyers Association under Advocate Justin Erasmus.
The ongoing communications programme has supported increased awareness and advocacy around key legal issues, including communications around the Road Accident Fund Amendment Bill.
Subsequent campaigns have continued to drive awareness and public engagement, including matters relating to civil trial delays and constitutional court challenges regarding compulsory mediation in civil matters.
Campaign reach across radio, TV and print
0million
Earned media exposure
R02
Link clicks and engagements
0billion
