PURPOSE-DRIVEN, FEMALE-FOCUSED INSURANCE BRAND STELLA HAS LAUNCHED A NEW BRAND CAMPAIGN THROUGH COCOGUN. BASED ON THE PREMISE THAT THE LANGUAGE WE USE SHAPES THE WAY WE SEE THE WORLD, THE CAMPAIGN CELEBRATES COURAGE, INTEGRITY AND AUDACITY BY EXPANDING THE VERNACULAR AROUND BRAVERY TO INCLUDE A NEW PHRASE: ‘IT TAKES BOOBS’.
The campaign features a series of women from all walks of life who each embody courage in some way. It’s the latest iteration of Stella’s ‘Unapologetically For Women’ platform, which seeks to create a more equitable world in insurance, and beyond.
The Stella brand was created because many insurance products have been designed without taking women’s needs or circumstances into account. For example, when Stella founder Sam White began looking at the small print on insurance contracts, she found that most insurers will not pay out on a claim if the car has been damaged by someone known to the claimant. However, Sam also knew that a large percentage of this cohort are victims of domestic abuse. It was just one point in a vast array that didn’t add up for female drivers, who make up over half of road users.
