American Family Insurance hired Blue Daring to make their community investment go to work for its strategic goals.
Blue Daring was hired to work with a community partner to make the best use of AmFam’s corporate investment through creative communications. Blue Daring married the values and goals of the community partner to those of AmFam through a grassroots initiative called Show Us Your W. The campaign (a) differentiated the partner, (b) contributed to AmFam’s community image, and (c) activated the target audience: women. It was anchored by a multimedia website that allowed women to submit stories and pictures that showed their “W”. BD also collaborated with the partner’s marketing agency to develop t-shirts, posters and advertising placements. The campaign was featured on CNN in April 2007.