The work Eric Mower + Associates did for AmWINS to help boost fundraising for childhood cancer research has won another corporate social responsibility (CSR) award. PR Daily has honored AmWINS for its “Expired Coverage” campaign, naming its work with St. Baldrick’s Foundation as the best nonprofit/corporate partnership.
AmWINS, one of the nation’s largest specialty insurance brokers, wanted to boost fundraising for St. Baldrick’s, the world’s largest volunteer-driven charity that is committed to funding research to find cures for childhood cancers. The company turned to EMA for a high-energy video that helped raise more than $830,000 in donations – enough to more than triple the initial goal.
“EMA helped us develop something that would resonate strongly with the insurance industry, building excitement around the cause,” said Leslie McNeice, director of group communications and advertising for AmWINS. “A lot of our fundraising success stemmed from EMA’s creativity.”
EMA created an Expired Coverage logo; two full-page ads that ran on the back cover of Leader’s Edge magazine; a landing page; and an animated video. The video included the original song "Comin’ Off," written by EMA’s creative team, which was sold on iTunes to benefit the foundation. The effort culminated at a major AmWINS-hosted event in Las Vegas, where seven top executives from around the industry had their heads shaved to collect on the pledges that had been made.
This marks the second award AmWINS has won for “Expired Coverage.” The campaign also took top honors last year in the corporate social responsibility category at the insurance industry’s most prestigious communications awards program, the IMCA (Insurance Marketing Communications Association) Awards.
“This was a great idea by AmWINS and we had a lot of fun combining print, digital, video, and viral elements to help this incredible organization,” said EMA Managing Partner Matt Ferguson. “The company set some aggressive goals, and we’re thrilled that we could help shatter them.”
PR Daily also gave AmWINS honorable mentions for best cause branding and grand prize CSR campaign of the year.