The Law Society has launched its personal injury advertising campaign on 24th June, encouraging claimants to use a solicitor with the tagline “Don’t get mugged by an insurer: Use a solicitor.”
The advert states: “Accident victims who turn down an insurer’s initial offer and take legal advice from a solicitor get on average 2-3 times more compensation.” The claims are based on statistics from the Financial Services Authority.
With insurers beginning to buy law firms using the alternative business structure (ABS) in the wake of the Jackson reforms the campaign will promote the use of solicitors, to prevent claimants being undercompensated by insurers.
"This campaign doesn't pull any punches, but we need to make a clear message, see your solicitor, don't accept the insurers' first offer.
Desmond Hudson, Chief Executive of the Law Society said: "This campaign doesn't pull any punches, but we need to make a clear message, see your solicitor, don't accept the insurers' first offer and don't deal with claims management companies."
Described as a bold, humorous and memorable approach the adverts will direct readers to their website where they can access a list of solicitors to deal with their claim and information on the process.
Nick Starling of the Association of British Insurers told the Solicitor’s Journal: “A campaign to ensure our compensation system is fit for purpose would serve the public much more than one promoting solicitors.”
Running for six weeks the campaign will feature online, at railway stations, inside some trains, in the regional and local media, on some radio, and in Digital advertising on the M4 London and the A38 Birmingham Expressway. Legal Futures revealed the campaign has cost around £300,000, which averages at around £2.30 per practicing certificate holder. Free campaign posters, postcards and claim guides are available to order through the Law Society website and they are also offering free advice to PI firms on how to increase awareness of their service and brands.
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