Making America Flood Smart: Reducing the Risk & Impact of Floods
To change the misconception among many Americans that flood insurance was unnecessary, FEMA’s National Flood Insurance Program hired Ogilvy PR and J. Walter Thompson Advertising to launch a FloodSmart campaign that would educate the public about flood risks and their costly effects, motivate home owners to purchase flood insurance and engage insurance agents and key stakeholders to protect their clients through flood insurance.
After conducting extensive research, the team leveraged the following tactics: Drive consumers to FloodSmart.gov, the nerve center of the program; build key partnerships with trusted stakeholders; and demonstrate flood insurance’s value to society. A mix of national TV, online and print advertising connected consumers with their insurance agents, FloodSmart.gov and the call center.
The campaign’s message has appeared in 5,000+ broadcast, print and online stories. It also resulted in a 25% increase in consumers purchasing flood insurance policies over a five-year span. â–
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