For three years on behalf of the NAIC, CooperKatz created and managed an award-winning national public education campaign on insurance issues.

Under the banner Insure U – Get Smart About Insurance, the campaign included: an online curriculum of insurance information; tips and considerations for consumers and small businesses; original research to highlight areas of consumer misunderstanding; TV and radio public service announcements; community outreach programs; and proactive media relations.

The heart of the program was an engaging consumer education Web site, www.InsureUonline.org, packed with helpful, unbiased information about auto, homeowners/renters, life and health insurance. The content (available in English and Spanish) is organized for consumers under eight life situations: young singles, young families, established families, seniors, domestic partners, single parents, grandparents raising grandchildren and members of the military.

CooperKatz also created content for a second educational Web Site devoted to Small Business insurance issues, including workers compensation, business property and liability, commercial auto, group health and disability, group life and key person life, and home-based business insurance.

Over a three-year period, CooperKatz achieved more than one billion media impressions, including numerous placements in AP, Bloomberg, BusinessWeek, CNN, Newsweek, The New York Times, USA Today and The Wall Street Journal. In addition, the U.S. Treasury's Financial Literacy and Education Commission incorporated Insure U into its National Financial Education Network.
 
   
 
   

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.