For two years now, I've been telling anyone who'll listen thatthe industry's lousy reputation is, for the most part, undeserved,and that carriers must take ownership of the problem and starttouting all the good they do for society. Then along came BobHartwig's recent speech at the 50th anniversary celebration of theInsurance Institute for Highway Safety, which pointed out thatinsurers don't get enough credit for all the lives they saveand injuries they help people avoid.

(The speech by Mr. Hartwig, president of the InsuranceInformation Institute, formed the basis for NU's Nov. 2 coverstory, which will be available online later today at www.property-casualty.com.I'll add a direct link when it goes live.)

Besides pointing out how many lives have been saved andinjuries avoided because of the outstanding efforts of IIHS,Bob hailed the Institute for Business and Home Safety, whichis working on its most ambitious project yet—the construction of anInsurance Center for Building Safety Research.

Bob also noted how workers' comp insurers have helped make theworkplace so much safer, as demonstrated by the continuing drop inloss frequency.

Last but certainly not least, he even cited the industry's mostfundamental concept—loss-based underwriting and pricing—foraltering the risk management mindset of Corporate America,resulting in safer products, buildings and other goods andservices.

The problem is most “civilians”—those outside theindustry—aren't aware of all the industry does to promotesafety.

In my stump speech on “The Insurance Industry's Reputation andIts Impact On The Bottom Line,” I suggest a TV show featuringinsurers in action, with tongue only partially in cheek. But I amstarting to think this could be a really good idea.

There is a reality TV show for everything these days. We'regrown way beyond “Survivor” or “The Amazing Race” to stick a camerainto every aspect of life. Niche programs such as “Cake Boss” onTLC–featuring Buddy Valastro of Carlo's City Hall Bake Shop, rightaround the corner from our office here in Hoboken, N.J.—are drawingloyal audiences.

Sometimes, these programs can get pretty bizarre–such as“Hoarders,” which A&E pitches as “a fascinating look” at people“whose inability to part with their belongings is so out of controlthat they are on the verge of a personal crisis.” So who's to sayan insurance reality show wouldn't draw viewers?

In my speech on reputational risk, I urge insurers to take TVnews crews into catastrophe areas with adjusters to show how theyhelp people recover and rebuild their lives, often cutting checkson the spot from their mobile offices. That could easily be pitchedas a reality show, “Masters Of Disaster,” with the happy endingbeing the restoration of homes and businesses—another popular themein this genre.

I imagine IIHS could provide some pretty provocative video ofcrashes, showing how the organization's work helps save lives andprevent injuries. Cars with a good rating from IIHS could be primeadvertisers—promoting the relative safety of their vehicles.

IBHS might consider something similar on the non-auto propertyside, featuring the work that will be done at their new researchfacility once its doors are open. FM Global, with its ownstate-of-the-art property risk management lab, could play a part onthe program as well.

Shows like this might not only be entertaining, but wouldportray the industry in a new and far more positive light—as peoplewho care about their customers, and who go above and beyond to makesure we're all safe and financially secure.

What do you folks think? What insurance reality TV shows mightyou suggest?

(The hilarious cartoon accompanying this post came off of theblog www.realitytvworld.wordpress.com.)