The TV ad campaign targets the estimated 1.4 million UK drivers who have failed to insure a vehicle, ahead of the introduction of the new Continuous Insurance Enforcement law from June 20. The ad will run across terrestrial and satellite broadcasters.
The ad will warn drivers to purchase insurance, and encourage those who are unsure to visit its free checking website, www.askMID.com. The site collates data from insurance brands such as Aviva, Zurich, Allianz, RSA, More Th>n and RBS.
Mike Penning, road safety minister, said: "Uninsured drivers are a danger on our roads, killing 160 and injuring a further 23,000 people each year, and they cost honest motorists £500m in extra premiums."
"Our message is clear – get insured or face a fine, court action or seeing your car seized and destroyed."
This article was first published on marketingmagazine.co.uk