Council for Disability Awareness Case Study

Insights

How do you build awareness for disability, a topic that younger workers simply don’t want to talk about? And how do you get 17 competing insurance companies to support and champion a common effort created to do just that?

Idea

First, to get people to talk about this subject, we had to change the conversation. We didn’t even talk about disability. We presented everything in terms of something our target audiences cared about: their income.

We also needed to change the venue for this conversation. Not some boring insurance site. But a fun, engaging environment. So we created the Defend Your Income dojo—an online income defense center complete with interactive games, engaging calculators and online quizzes.

We also made it easy for others to share all this great content—with special portals for member companies, employers and independent advisors.

All the media hits and other campaign elements drive to the online hub for this campaign — the income defense dojo.

We ran highly targeted display ads and tested effective across lifestyle, attacker, quizzes strategies and optimized media spend based on performance.

We personified the top 10 causes for disability, gave them identity cards including nicknames, its weapon of choice and fast facts.

Dee, the master of income defense, guided visitors to our social sites to a higher level of awareness and became the voice of the movement.

We personified the top 10 causes for disability and used them to raise awareness of how illness could have a huge impact on your financial security in a series of print ads/posters.

We gamified the dojo experience, (including custom app development) allowing visitors to compete in online games and boast their scores via social sharing and a live, online leaderboard.

We kept people’s interest within the dojo with all kinds of interactive calculators, quizzes and games to help explain what financial impact a disability could have on their lives.

We’ve garnered millions of earned media impressions through major consumer, financial and trade press hits and built out custom toolkits for employers, advisors and member companies to centralize all our assets.

Impact

In just one year:

33+ million print media impressions through earned media/consumer PR hits
nearly 8 million radio media impressions through a national radio media tour
more than 15 trade press major placements (bylined articles/feature stories)
more than 65,000 visits to the defendyourincome.org website
thousands of materials downloaded and shared by advisors and employers

33M+

media impressions

65K+

visits to the website

8M+

radio impressions

Defend Your Income Campaign

Insights

Idea

Impact