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FOR IMMEDIATE RELEASE
Contact:
Diane Lewis
Media Director
GráficaGroup
908.879.2169 x173
Gráfica TV Campaign Helps NJ Attorney General Fight Insurance Fraud
Chester, New Jersey (June 30, 2004) — New Jersey is spreading the word that it is cracking down on insurance-fraud criminals who cheat the system and cost innocent residents millions of dollars each year in increased premiums. A new $4.3 million advertising campaign created by GráficaGroup on behalf of the New Jersey Office of the Attorney General (OAG) portrays the effective, sweeping anti-fraud effort that has made New Jersey number one in the country in combating insurance fraud, according to a national survey. The ad campaign is being funded by the insurance industry in New Jersey.
"We've made New Jersey's five-year-old Office of the Insurance Fraud Prosecutor the top state fraud-fighting agency in the nation, creating a better climate for insurance companies and helping to keep insurance rates competitive for consumers," said New Jersey Attorney General Peter C. Harvey. "Now we're getting the word out to would-be insurance cheats, as well as those who may be in a position to report fraud. Gráfica has put together a creative and dynamic advertising campaign that emphasizes our aggressiveness against insurance fraud and encourages a new mindset regarding insurance fraud among the public."
The newest TV campaign features two :30 spots and four :15 public service announcements (PSAs). In "Heavy Load," an exasperated couple is shown towing a flatbed filled with celebrating auto-insurance criminals, which includes unscrupulous doctors and mechanics. The party is put to an end when Governor Jim McGreevey literally and symbolically pulls the trailer pin, unburdening the couple (and all New Jersey drivers) of the added costs resulting from unchecked insurance fraud. "Criminals who commit fraud are getting another ride. Straight to jail," says McGreevey, as the flatbed of criminals (some hiding their faces from the camera) gets pulled away by a police vehicle.
In "Word's Spreading," the second :30 spot in the campaign, a montage of insurance-fraud professionals ranging from judge to prosecutor to investigator talk tough about the positive results and harsh penalties behind New Jersey's anti-insurance-fraud effort. The spot closes with a "white collar" insurance-fraud criminal in an orange prison uniform locked behind bars. "Serious jail time," he says with anger and regret, as a voiceover from Attorney General Harvey states, "New Jersey is stopping insurance fraud. You can help. Call 1-877-55-FRAUD."
"'Heavy Load' uses a broad brush to depict the victims and the criminals of insurance fraud," said John Pearson, Creative Director, GráficaGroup. "Yes, there is an element of humor, but the joke, for a change, is on the bad guys who deserve to go to jail for their despicable crimes.
"'Word's Spreading' is as straightforward as a crime drama," added Pearson. "The Office of the Insurance Fraud Prosecutor in New Jersey is number one in the nation. They are taking on insurance-fraud criminals, which is great for people in this state and for insurance companies doing business here. Each spot uses a slightly different tone to help achieve the same communications objective — insurance-fraud is not fun or harmless. It's a serious crime with serious consequences."
The spots communicate several positive statistics about the anti-insurance-fraud effort in New Jersey, including:
- Number-one fraud-prosecution office in the nation.
- 40 prosecutors.
- 200 investigators.
- 300 indictments last year alone.
- Tough, new insurance laws.
- Auto-insurance rates down.
- Prosecutions up 50 percent.
In addition to the two :30 spots, Gráfica created four computer-animated :15 PSAs to educate residents about different types of insurance fraud. Each :15 PSA addresses specific aspects of insurance fraud, including staged auto accidents and false injury claims.
Spot TV targets include New York networks WNBC, WABC, WCBS, WPIX, and WNYW; Philadelphia networks WCAU, WPVI, WTXF, KYW, WPSG, and WPHL; and cable networks ESPN, Fox News, Discovery Channel, Comedy Central, Lifetime, TNT, and YES Network.
For more information, contact Quinnie Wong, Director New Markets Development, GráficaGroup, 908.879.2169 x410 or .
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