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Allstate Insurance Company: Save 11

Effie Worldwide Silver, North America Effies 2013

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Allstate Insurance Company: Save 11 Effie Worldwide Silver, North America Effies 2013

Allstate Insurance Company: Save 11


Category: Government/Institutional/Recruitment Brand/Client: Allstate Insurance Company / Allstate Lead Agencies: Leo Burnett/Arc Worldwide, Starcom MediaVest Group State of the brand's business Car crashes are the #1 killer of teens. Car crashes kill more teens than anything else more than homicide, tobacco, suicide or disease. 4,000 teens die on America's roads every year1. It's a national epidemic that shows no sign of abating anytime soon. Allstate hasn't been sitting idly by, watching this continue. As the #2 auto insurer in the U.S., Allstate sees firsthand the tragedy of teen driving deaths. That's why for decades, Allstate has led the charge to make roads safer for teens. From Allstate's parent-teen driving agreement, which gives parents a way to talk with their teens about safe driving, to sponsored coast-to-coast safe driving challenges to anti-texting events and agent programs, Allstate has been tirelessly committed to the cause. Despite it all, teens are still dying. Strategic challenge Advertising isn't ending the epidemic of teen driving deaths. Millions are being spent on advertising to teens. In fact, every insurance competitor is fighting the same issue. Even cell phone companies are on board. On top of advertising, driver's education programs, safe-driving courses, government programs, lectures, and events take place every single day in America. Parents are talking with their children more than ever before. The epidemic is getting the attention it deserves. But still, thousands of teens continue to die each year. We found that a cure existed, but it wasn't being used! Through our research, we learned that a few states have their own, state-specific laws that require teens to gradually increase their driving privileges over time. These state laws have proven to reduce driving deaths by up to 40%2. If we could pass a NATIONAL teen driving law that taps the most effective of these graduated driving principles, we could save thousands of teen lives per year nationwide. Objectives

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Our objective was to save teen lives. How? Pass a national teen safe-driving law in 2012 by: 1. starting the conversation on Capitol Hill

mobilizing vested Americans to speak up and put pressure on Congress

KPIs: (1) Get the conversation started on Capitol Hill, (2) get the law passed and of course, (3) save teen lives. Insight 4,000 teen deaths per year is a lot, yes. But that number could seem insignificant to Members of Congress, who are used to dealing with numbers in the millions, billions, and trillions. The national deficit was pushing $16 trillion3, unemployment payments totaled $434 billion4, cancer killed 572,000 people in the US in 20115; and 2.5 million people died of alcohol-related causes in 20116. Compared with these numbers, 4,000 teens is a drop in the bucket. So instead of trying to compete on size, we competed on emotion. We focused on the tragedy and the 11 teens who died every day in America. The Big Idea We made the epidemic personal by introducing lawmakers to 11 teens who died in car crashes, and reminded them that every day they didn't act, 11 more teens would die. Bringing the idea to life

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We started a movement and named it Save11. Named after the 11 teens who die on average every day in car crashes7, we created Save11 a movement designed to give our teens a voice and put pressure on Congress. By making the issue personal, we found a powerful way to remind Congress that every day they didn't pass a teen safe-driving law, 11 more teens would die. 1. We made sure lawmakers couldn't turn away and ignore the problem:

Created a massive newspaper insert and circulated it in the premier congressional newspaper, Roll Call. Hand-delivered additional copies of the insert to both chambers of Congress. Ran full-page and custom print executions in all leading congressional publications such as Politico, Roll Call, CQ Today, The Hill, The Washington Times and The Washington Post. Ran high-impact digital ads and page takeovers on major D.C.-focused political websites like Roll Call, CQ Today, The Nation, Real Clear Politics, and Politico; custom placements and email sponsorships helped give Congress additional exposure to our campaign. Customized a Facebook application to allow our Facebook community members to email Congress about passing
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our law.

In the week leading up to the vote, we ran radio live reads to give members of Congress daily reminders about the law as they were stuck in traffic on clogged D.C. roads. Developed a custom-built congressional microsite that allowed senior staff to easily download, print and share details on the life-saving benefits of this legislation to shape opinions of members of Congress.

2. We mobilized the most vested people bereaved families and friends who had lost a teen:

We built a Save11 Facebook community to engage the voting public and anyone who had ever lost a child. It was a place where those affected by teen driving deaths could grieve, learn and most importantly tell Congress to act. Weekly posts gave the community relevant stories, updates on legislation and reminders on how to put pressure on Congress. We facilitated conversations between community members and encouraged them to share stories and learn from one another.

3. We made the cost of congressional procrastination very clear:

We posted a series of infographics to dramatize the heartbreaking reality of the teen driving epidemic.

Communications touch points

Media expenditures

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Owned media sponsorship


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Save11 Facebook page: A community where people who have been affected by the teen safe-driving problem can learn, heal, grieve, share and educate one another. Congressional microsite: A microsite was developed to share rich detail on the teen driving epidemic and the teen safedriving legislation we were advocating for. A small but well-respected team of three Allstate lobbyists was on the ground in D.C., helping campaign for a wide variety of insurance-focused initiatives, including the passage of the law.

Results Our campaign worked!


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WE STARTED THE CONVERSATION IN D.C. Our target, Congress, was previously immune to the tragedy of teen driving deaths. We know their perceptions changed, because

As a result of the booklet insertion into Roll Call (an award-winning congressional publication), the publication also received a dramatic increase in phone calls from legislators inquiring about the bill. (Dave Deker, Roll Call, March 23, 2011) Our D.C. booklet desk-drop resulted in an unprecedented number of calls from congressional offices to Allstate in one day. (Allstate, March 15, 2011) A conservative legislator from Illinois (name withheld), who previously opposed the bill, said he changed his mind because of the booklet. (Allstate, March 2011) Politico, the leading publication in the congressional market had this to say about our D.C. booklet insertion: "All hail Allstateking of this week's Storm-the-Hill Advertising Index that tracks pitches placed in D.C.'s papers." (Politico Influence, March 9, 2012) Our Facebook community sent over 27,825 emails to Congress in the period leading up to the vote, urging them to pass the national safe-driving law. (Facebook Metrics, July 2012)

CONGRESS PASSED THE MOST COMPREHENSIVE TEEN SAFE-DRIVING LAW IN HISTORY.

Although 97% of all bills put in front of Congress fail, the bill that we advocated for passed. In July, President Obama signed the 2012 Transportation bill into law. This law contained the national safe-driving provisions we advocated for, a huge milestone for teen drivers everywhere.

The law Congress passed features provisions to make the roads safer for teens in all 50 states. For three years, funding is provided to states that enforce driving standards that limit nighttime driving, reduce in-car distractions, restrict the number of friends in the car, and increase training time.

TEEN LIVES WILL BE SAVED

These new, national standards are projected to save 2,014 teen lives per year a 65% reduction in teen driving deaths!8.
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Anything else going on that might have helped drive results? The ninth extension to the previous transportation funding act (SAFETEA-LU) would expire on June 30, 20129. Footnotes 1. Centers for Disease Control; WISQARS Fatal Injury Reports 2010 2. National Highway Safety Traffic Administration, 2007-2009 3. U.S. Department of the Treasury, 2011 4. CNN Money, 12/5/2011 5. Cancer.org 6. World Health Organization, 2011 7. National Highway Safety Traffic Administration, 2007-2009 8. Projection. The Allstate Foundation License to Save report, 2011. 9. CNN.com, Jun 24, 2012

Copyright Effie Worldwide, Inc. 2013 Effie Worldwide, Inc. 116 East 27th St., 6th Floor, New York, NY 10016. United States of America Tel: +1 212-687-3280, Fax: +1 212-557-9242 www.warc.com All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing company's office location. It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically either within the purchasers organisation or externally without express written permission from Warc.

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