While attending the RIMSopening reception at Disney World's Epcot Center in Orlando lastweek, I wondered whether it might be timetotake ontheindustry'slousy reputation once and for all with a bold, sanitized and mostof all, entertaining exhibit highlighting howthe industry works andall the good itdoes for society! We could call it “The InsuranceIndustry Experience.”

This isn't as radical or as crazy an idea as you mightthink atfirst blush, as industries at least as odious in the publicconsciousness as insurance have taken similar steps to polish theirtarnished image in the past.

Indeed, my favorite exhibit at Epcot has long been”The Universeof Energy,” whichshows how the dirty business of fueling our cars,factories and home electrical needs are accomplished. It used to besponsored byExxon, then by ExxonMobil when the two oil behemothsmerged. There were always lines around the block to get in–and whynot, with life-sized dinosaurs inside and Ellen DeGeneres to guideus through the primeval setting!

Unfortunately,theoil industry droppedits financial support,although Disneywisely kept theexhibit operating, sponsor-free.Despite the success of GEICO's caveman ads, I would advise insurersto refrain from a similar theme in its exhibit, as there are enoughdinosaurs roaming around the industry as it is when it comes tomanaging reputational risk.

It's not like insurers are strangers to Epcot. After all, foryears, another popular exhibit was “The Wonders Of Life,” afascinating tour showing how the human body worked, that wassponsored by MetLife. But the carrier dropped its support within afew years, and the exhibit is closed for the time being. Theindustry is the worse for it.

Meanwhile, insurance still plays a big part in another existingsection of “Innoventions.”

First, there is”Where's The Fire,” presented by Liberty Mutual,which features tips on how to identify and protect yourself fromfire hazards at home.

Second, thereis “Storm Struck: A Tale of Two Homes,” sponsoredby RenaissanceRe.The online teaser reads: “Experience what it feelslike to be in the perfect storm and discover ways to protect yourhome.”

This is all for the good, but the insurance industry plays sucha big role in this nation's economy that it's high time it had apavilion all its own. The Insurance Industry Experiencecouldrevitalize the image of the business by making insurance fun forfolks of all ages–no easy task, I understand. But if PR andproduction experts could make the wildly unpopular oil businessinto a joy ride, certainly insurers could rise to the occasion.

Included with the relocated fire and wind safety exhibits couldbeonefocusing on auto and driving safety. Perhaps people could evenserve as virtual crash dummies in a thrill ride to demonstratehowinsurers help savelives through relentless, worst-case scenarioaccident testing!

Before they leave, people could watch “The Anatomy of a Claim,”featuring animatronic figures investigating and processing bothroutine and extraordinary losses under the worst of circumstancesand abuse–complete with plaintiff lawyers threateningclass-actions. Visitors could be dared to guess whether their stateis among the most gruesome judicial hell hole jurisdictions forcarriers, and what that dubious honor might cost them in terms ofhigher liability premiums!

You could also have monitors for people to check their creditscores free of charge, and then see how the outcomeaffects theprice they pay for auto or home insurance–for better or worse.

And no “Insurance Industry Experience” exhibit would be completewithout a health coverage component, challenging guests to guesshow much their claims really cost. I would bet 99 out of 100 wouldnot have a clue how much money is actually being spent on theirbehalf for medical care. Those tens of millions without insurancecould get in for half-price as a sign of the industry's goodfaith!

See! Insurance can be both educational and fun!

Might you folks suggest some other exhibits or thrill rides forthis groundbreaking pavilion? Let me know!