Case Study: FEMA’s Flood Insurance Program Awareness Campaign Keeps Agents Connected and Customers Covered


Organization: FEMA Agency: Ogilvy Timeframe: 2004-Present The years 2004-2005 were particularly bad for weather in the U.S. Eight hurricanes hit land during that period, causing tens of billions of dollars in damage and thousands of deaths—many of those occurring during devastating Hurricane Katrina in 2005. Despite this death and destruction, the Federal Emergency Management Agency (FEMA) found through research that Americans across the country continued to believe that flood risks were not relevant to them, making protecting their home and belongings with flood insurance a low priority. “One of the barriers we face among Americans is that many feel that major events like Katrina can’t happen to them,” says Mary Jo Vrem, project manager for FEMA’s flood marketing campaigns.

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