Hanging up on cold calling

Context 

National Accident Helpline is the UK’s leading provider of personal injury advice, services and support – providing marketing services to 50 of the country’s largest specialist personal injury law firms. In the context of a sector which can be viewed negatively as a result of many firms cold calling, texting and emailing potential customers, Newington was tasked with creating a campaign that built on National Accident Helpline’s existing work on ethical marketing and took ownership of the issue.

Strategy 

We worked with National Accident Helpline to launch an ethical marketing charter which condemned the use of cold calling, texting and emailing across the sector and compelled other organisations to commit to not contacting potential customers through unsolicited means.

Change 

The Government introduced legislation which banned claims management companies from cold calling consumers when they do not have consent.  The ethical marketing charter secured more than 70 signatories in its first year, including leading law firms, industry bodies and parliamentarians.