Aflac 'outducks' a reputational deficit

Aflac, an insurance company, used PR in the US to showcase its commitment to corporate social responsibility.

Campaign details

Brand: AflacAgency: FleishmanHillard

Situation

Chances are you're familiar with voluntary insurance giant Aflac and its quirky Duck mascot. The 62-year-old company is one of Fortune's Best Places to Work and World's Most Admired Companies, but in spite of these accolades, its successful business and brand were not translating to well-earned recognition for corporate social responsibility (CSR). That's a reputational deficit for a national consumer brand. Despite the fact that the company celebrated a milestone of $122m raised to support childhood cancer treatment and research and appeared on Ethisphere magazine's Most Ethical Companies list for the...

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