ASR Nederland : a.s.r.’s new campaign answers critical questions posed by rapper Sticks

Multi-media campaign delivers proof of a.s.r.'s sustainable investment policyThe new campaign is a follow-up to 'The alternative story', in which a.s.r. offered Sticks a platform for discussing what people in the Netherlands are worried about. The rap artist is now taking things to the next level by teaming up with three experts to explain why it's important for a.s.r. not to invest in unethical businesses. The campaign is designed to show that a.s.r. has in place a sustainable investment policy and makes clear choices. It doesn't invest policyholders' premiums in companies that exploit child labour, deal in arms or finance the tobacco industry.

The campaign will start on 15 June. The TV and radio campaign with Katja Schuurman and Eddy van Wessel will be launched on Saturday, 17 June. The radio and TV commercials will be supported by a poster campaign and a series of vlogs. The campaign featuring doctor Wanda de Kanter of Antoni van Leeuwenhoek Hospital will follow in the autumn.

Link to the campaign: www.asr.nl/hetanderebewijs

Reflected in key benchmarks
a.s.r. occupies a leading position in the Eerlijke Verzekeringswijzer (Dutch Fair Insurance Guide for sustainable investments) that exclude support for child labour, the arms trade and the tobacco industry. This is confirmed by empirical studies conducted on behalf of the Guide and other benchmarks such as those used by the Dutch Association of Investors for Sustainable Development (VBDO). Source: www.eerlijkeverzekeringswijzer.nl and www.vbdo.nl.

As Sticks says: 'It's about where you stand in the world as a business. It may seem obvious that companies shouldn't invest in the arms trade, but sadly not everyone shares that belief. Through its policy, a.s.r. shows that it takes a different view. This is reflected in benchmarks such as the Eerlijke Verzekeringswijzer. I really do feel that a.s.r. is committed to a responsible and ethical course. 'I expect insurers to apply sustainable, principled policies' is what I rapped last year. We want proof! That's why I support a.s.r.'s campaign, because a.s.r. is proving - by answering the critical questions I've asked and through its approach to child labour, the arms trade and the tobacco industry - that it really is a different type of insurer.'

Katja: 'I'm taking part in this campaign for a.s.r. because it's an example of an organization that takes ownership and invests in sustainable business. It's how we can all work together to build a better world, so that everyone has a chance to get the best out of it. I'm delighted to be a part of that.'

Credits

Bureau: Pool
Creatie: Erwin Kleinjan
Regisseur: Paul Meyer
Strategie: Bob Stehmann
a.s.r.: Boudewijn van Uden, Hella de Weger en Nathalie van den Bor