Client Profile

As part of the NAIC’s Insure U public education campaign, CooperKatz produced a series of three TV/radio public service announcements informing consumers about a wide array of insurance issues. 

To enhance relevance to local audiences, tailored versions of the spots incorporated an on-camera message from the state’s insurance commissioner and inclusion of the department’s phone number. Additionally, radio PSAs were created in Spanish to specifically target the Hispanic community.

CooperKatz developed engaging concepts for the PSAs that concluded with a strong call to action. For example, to help consumers protect themselves from fake insurance companies, we built a house of cards on-screen that collapsed when the narrative revealed that not all insurance companies are legitimate. The PSA designed to help consumers understand Long Term Care Insurance featured three adults playing the Long Term Care Game, in which chance cards warned of unexpected turns their lives could take. The disaster preparedness PSA depicted a couple in their bedroom enthusiastically viewing a photo album. However, when the camera pulled back, it revealed that the corner of the bedroom was the only area intact in a home destroyed by a natural disaster. Together these PSAs generated more than 400 million consumer media impressions and drove significant incremental traffic to the NAIC and Insure U Web sites.