Liraz Cherki (direct insurance press photo)
Direct Insurance is launching a new campaign for Women’s Day with the aim of raising awareness of violence against women and encouraging women who experience violence to contact relevant support and assistance centers. In the campaign, the company launches a fictitious ‘couple insurance’ for women, which includes a ‘special coverage’ package: coverage for dry beatings, hotel accommodation, financial violence insurance and future insurance for children (in case something bad happens to the mother).
The message is that a violent relationship may be unexpected, and in the reality of 2022 one in three women would want such insurance to be real. For the campaign, Bituach Yashir recruited Liraz Zakri, who calls on women who feel threatened or experience a violent relationship to share and contact the LA Emergency Line Association for Violence Against Women.
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Merav Clipper Peretz, VP of Marketing at Direct Insurance: “Unfortunately, violence against women is not an exceptional and one-time event, the news is full of cases of women who have experienced and still experience a violent relationship, even those who have lost their lives. We thought of a way we could raise awareness, on this important day, in a way that connects to the content world we are dealing with – insurance. That is why we invented ‘insurance for relationships’ – insurance intended for a woman suffering from violence, which of course is intended to grab the attention of the viewers and viewers, and perhaps even cause those who need to pick up the phone to the emergency line. “
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Bituach Yashir is a pioneer in the field of direct insurance in Israel and a leader in the digital revolution in the insurance industry. The company was founded in 1994, based on the concept of services of providing insurance services to customers directly, without the mediation of an agent, and while creating an option to adjust the service and price to the customer’s personal characteristics. Over time, the company has become one of the largest and leading in the field of insurance in Israel, and it deals with a wide range of insurances, including car insurance, apartment, mortgage, life, health, travel insurance abroad and more, through two leading brands: Direct Insurance and Nine. Its customers through direct telephone service and advanced digital service.
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