When AmWINS, one of the nation’s leading specialty insurance brokers, wanted to boost fundraising for childhood cancer research, the company turned to Eric Mower + Associates. The result was a high-energy video as part of a campaign that generated donations that were three times higher than expected.
St. Baldrick’s Foundation, the world’s largest volunteer-driven charity, is committed to funding research to find cures for childhood cancers. The AmWINS Expired Coverage cause-marketing campaign had the goal to surpass AmWINS’ donations of $250,000 the previous year. During the course of two months of multi-channel promotion, the AmWINS Expired Coverage team raised more than $830,000 for childhood cancer research, exceeding the original goal by 232%. The effort culminated at a major AmWINS hosted event in Las Vegas, where seven top executives had their heads shaved to collect on the pledges that had been made.
The campaign’s efforts were so impressive that AmWINS took top honors in the corporate social responsibility category at the insurance industry’s most prestigious awards program, the IMCA (Insurance Marketing Communications Association) Awards held recently in Denver.
“When we approached the EMA team to develop a campaign to promote this fundraiser, we were impressed when they took it one step further and came up with something that would resonate strongly with the insurance industry,” said Leslie McNeice, director of group communications and advertising for AmWINS. “We definitely attribute much of our fundraising success to the creativity of EMA for developing something so unique. It made it easy to build up excitement around the cause.”
EMA created an Expired Coverage logo; two full-page ads that ran on the back cover of Leader’s Edge; a landing page; and an animated video. The video included the original song, "Comin’ Off", written by EMA’s creative team, which was sold on iTunes to benefit the foundation.
“This work made such a powerful impact because it’s digitally driven, fully integrated and a whole lot of fun,” said EMA managing partner Matt Ferguson. “The campaign used a potent combination of print, digital, video, and viral elements to shatter the program’s aggressive goals. Hats off to an innovative client like AmWINS for inspiring the EMA team to be so bold.”
The IMCA Showcase Awards competition is now in its 54th year and features fierce opposition from competing insurance industries. The competition recognizes outstanding marketing and communications work in the insurance industry to promote higher standards of excellence.