Charlie Campbell: A modern approach to mental health

What makes someone buy insurance? Do they buy insurance or are they sold insurance? How do you explain why we might need insurance?   Insurers have all done their own research into what consumers think and what they value, using this to inform their product development and marketing strategy, to define their purpose and to tell their story. But we don't have a common evidence base for providing insight into the types of messages the industry should and shouldn't use to frame the value of their products with consumers when speaking as an industry to government, consumer bodies and the med...