The Lifewise campaign aims to encourage Australians to take appropriate steps to protect themselves from the financial hardship that can result from accident, sickness or death.

While some people may have consciously chosen to self insure or rely on family and friends, most Australians have are inadequately insured and don't know it.

Lifewise has been developed from the belief that everyone should make a conscious and informed decision about whether or not to take out insurance, and then getting the right level of cover. For some that even means having less cover; a small proportion of Australians are over-insured due to default levels in super.

It is our aim to provide the tools that will help Australians understand the risks they face, how much insurance they need and how they can access it.

A long term public awareness campaign is being developed to address the inertia and misconceptions, and help Australians feel confident in dealing with life insurance decisions in the same way they do other insurance matters. The initial stages of the campaign comprise:

Education:
This website has been designed to make it easier for consumers to educate themselves about the risks they face and how they can protect themselves, whether that be via saving or insurance.

Partnerships:
IFSA is working with the life insurance industry and other key stakeholders to develop partnerships of aligned interest and aspirations on this issue.

Public relations and marketing:
Through the life insurance industry and other partners, Lifewise aims to generate significant awareness of what the initiative stands for. We also aim to secure ongoing press interest in the issue and create long term marketing campaigns to enhance consumer awareness.

Research:
Much research has been done on the issue of under insurance already, however further projects will be developed to help inform the initiative and create a long term forward agenda, including quantifying the cost of the problem.