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Allstate Insurance Company
Quotes for Education

RAN IN: United States

CLIENT
Allstate Insurance Company

Lisa Cochrane - SVP, Integrated Mktg.
Georgina Flores - Director, Multicultural Mktg.
Melissa Peterson - Media Manager, Multicultural Mktg.
Jennifer Sweis-Banyamin - Multicultural Mktg. Manager

AGENCY
Leo Burnett/Arc Worldwide *Lead Agency

Sheila Berleman - VP, Acct. Director
Jaime McGill - VP, Strategy Director
Amrita Bhatia - Sr. Strategist
Owen Black - Acct. Executive
Brandan Jenkins - Assoc.Creative Director
Jourdan Norman - Acct. Executive


Starcom MediaVest Group *Lead Agency


SUMMARY

For years, Allstate's Quotes for Education program helped students of Historically Black Colleges and Universities (HBCUs) finance their education by donating $10 for each quote to those in need, but the program wasn't reaching the donation goal. Using the key insight that pride is at the heart of the HBCU community (it spurs their rivalry, but ultimately fuels stronger unity), we developed a new campaign, shifting the focus from what Allstate was going to do - donate money - to what people could do to support their alma maters: represent their pride.

CASE VIDEO


Hero Medium: Radio

Medium Featured On Video: Print,Interactive,Sponsorship

Audience: Cultural or Ethnic Group

Objectives: Increase awareness

Type: Business-to-Consumer

Classification: National

Language: English