Creative Storytelling to Reframe the Narrative

When life takes a sudden turn, Americans should not have to choose between managing the crisis and protecting their savings. The American Council of Life Insurers (ACLI) needed to educate and engage policymakers on the value of supplemental benefits, shifting their perception of these benefits as complementary to health insurance so every American can be prepared for the unexpected.

This campaign reached policymakers, regulators, and employees where they spend time online through Adfero’s strategic planning and execution. Organic content served as a secondary driver of awareness and traffic, garnering increased comments, likes and profile visits throughout the campaign. ACLI reported a notable change in conversations with members and policymakers.