Case Study: Aflac Turns a Heartwarming Story Into a Life-Saving Cause-Branding Campaign

Company: Aflac

Agency: Fleishman-Hillard

Timeframe: 2008-ongoing

When news that Aflac employee Steve Karas’ bone marrow donation saved the life of a young boy living near New York reached the company’s corporate public relations team, the executives knew they had a great story on their hands.

Upon further investigation, though, it became even more compelling: Not only did Karas, a Boston-based district manager, make the lifesaving donation to Matthew Welling, but the boy’s parents were also holders of an Aflac insurance policy, which they credited with supporting them financially during their son’s illness.