Aflac put its duck mascot to work as a companion robot for kids with cancer—and animated the company’s brand purpose along the way.
The Aflac Duck has been squawking, waddling, and shaking its feathers loose in commercials for years, making a household name for itself and for the Aflac brand. Meanwhile, the supplemental insurance provider has been quietly donating millions of dollars to support kids with cancer and fund pediatric cancer research.
Atlanta native Shannon Watkins, senior vice president of brand and creative services at Aflac, said that the city’s diversity and its stance as a sort of an outsider to traditional Madison Avenue advertising drive more creativity.
The duck has even gone high tech to help sick kids. Amos said that the company has already raised more than $145 million for pediatric cancer charities since the start of the ad campaign from the sale of stuffed plush Aflac ducks..
And it now has an interactive robot version of the toy duck that gets donated to children diagnosed with cancer. It's won best in show awards at both the influential Consumer Electronics Show in Las Vegas as well as at South by Southwest.
Company Improves to No. 1 for Innovation in the Insurance: Life and Health Industry Category
COLUMBUS, Ga., Jan. 24, 2020 /3BL Media/ - Aflac Incorporated today announced that it is included on Fortune's annual list of the World's Most Admired Companies for the 19th time. The company ranks No. 1 among its peers for innovation, compared to No. 7 in 2019, and ranks No. 2 overall in the Insurance: Life and Health Industry category, compared to No. 7 in 2019.
The Holmes Report has picked its 16 favorite PR campaigns of the decade based on SABRE winners and its Global Creative Index, including Aflac's campaign building its reputation as a CSR leader and introducing My Special Aflac Duck®, a robotic companion for children facing cancer. The Holmes Report details, "Even after 60+ years of helping those in need & $123 million towards childhood cancer research, Aflac still wasn't recognized as a CSR leader.
WE Communications' third-annual study gets inside the minds of today's consumers. The findings were brought to life at an exclusive lunch at PRDecoded.
Brands worried about price, promotion, product and placement are stuck in the Stone Age, said Catherine Hernandez-Blades, SVP and chief ESG and comms officer at Aflac, during The Power Behind Brands in Motion lunch at PRDecoded, hosted by WE Communications.
In September, Aflac revealed our annual Corporate Social Responsibility Report at Aflac.com/CSRReport recapping our efforts as an ethical, caring corporate citizen in 2018. One of the brave heroes honored is Lindsay Carrick, a child life specialist at the Aflac Cancer & Blood Disorders Center — nicknamed “Superwoman” by a parent of a child facing cancer.