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Tuesday 20 April |

Check out this potent video and ask yourself: ‘What have I given back?’

Deacon Greg Kandra - published on 03/23/17

This video for State Farm is causing a small sensation on social media: 

The commercial is set to a cover of The Chainsmokers’ “Don’t Let Me Down” by Joy Williams. We are absolutely loving the message in this ad, and the internet is agreeing. It’s not often that an insurance company creates a commercial that tells a story, and inspires people to give back.

Some background: 

The Bloomington, Ill.-based marketer, the largest auto insurer in the U.S., is debuting its Neighborhood of Good platform, which will connect consumers to charitable opportunities in their towns. To market the effort, State Farm will debut a two-minute film “The Following” on Monday. “We have been doing this and living this within the organization,” said Rand Harbert, chief agency, sales and marketing officer at the 95-year-old company, of the first-time push. “This is big effort to take it beyond the organization.” He noted that though most people want to volunteer, very few actually take action and that State Farm, with its 19,000 agents spread across the country, can help. … One expert said the new strategy is in keeping with State Farm’s “GoodNeighbor” ethos and can help the brand reinforce the message. Though most insurers, like Nationwide, for example, have a history of giving back to the community, the idea of encouraging policyholders to also volunteer is fairly new. “It’s reinforcing that not only are our agents part of the fabric of the community, but here’s a way to make that fabric richer—I’m not surprised this came from State Farm as opposed to someone else,” said Ellen Carney, principal analyst of insurance eBusiness and channel strategy at Forrester Research. She noted that most customers choose the cheapest auto insurance, but this is a way for State Farm to distinguish itself and could also appeal to younger millennials who are very cause-oriented.

Take a look at the ad above and see what you think.

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