Don’t make a Father’s Day ad that doesn’t accurately represent the demographics of South Africa, insurance companies.

That’s the lesson we can take from the OUTsurance storm that erupted earlier this week – details of that HERE.

It turns out some of those threatening to cancel their insurance on social media weren’t just doing it for the likes, because according to Fin24 “at least 17% of users participating in a Fin24 poll claim they have cancelled their OUTSurance policies after a controversial Father’s Day advert”.

They spoke with internet analyst and expert Arthur Goldstuck, and here’s some of what he had to say:

The fracas may very well have warded off prospective future clients, he believed.

“After the incident, OUTsurance have been very apologetic. The incident may have been blown out of proportion, but it is a useful reminder to corporates,” he said…

“The incident speaks to corporate culture. Clearly many corporates need sensitivity training,” Goldstuck said…

“If they are positioned as a racist organisation, it is not going to get them any new business. It might not have major impact on current customers but it is an important wake-up call,” Goldstuck [said].

Now if the past 24 months have taught us anything it’s that polls aren’t to be trusted (cough – Brexit, Trump), but let’s check in with one anyway:

Fin24 polled Twitter users asking: “Did you cancel your OUTsurance policy over Father’s Day ad?”.

Within 4 hours, 17% said “Yes”; 27% said “No”; 4% said they hadn’t yet decided and 52% said “I don’t have one”.

Actual proof at least one person following through:

I think we can safely say that future ads will be under close scrutiny.

[source:fin24]