MUSE Gold

United States

2022

Keep Home

Entrant Company

Yes& Agency

Category

Audio

Client's Name

National Flood Insurance Program (NFIP)

Sub-Category

Radio Campaign

KEEP HOME is a love story. It’s a story about hometowns and the pride we take in them. The memories we created on main street that only the people who grew up here would understand. KEEP HOME is about who we are and what we’re willing to fight for. It portrays investing in flood insurance as an investment in the future of your community. Flood insurance is positioned as a conduit to a future in your hometown. If your home or business floods, you’ll get funds to build back stronger and stay longer. With flood insurance, you can PROTECT THE LIFE YOU’VE BUILT. Keep Home is a national cross-platform campaign focusing on raising flood awareness in five regions (NYC, Florida, Louisiana, Texas and Atlanta). Local artists were commissioned to create original works of art depicting each region. Visuals were paired with statistics and messaging that tied back to our theme of PROTECT THE LIFE YOU’VE BUILT. 
 OTTV spots (:15/:30) ran for 4 months in each region, in addition to radio and area-specific landing pages (a generic version was created, also). The campaign featured static and animated digital ads, hi-impact (page grabbers and brand reveal units), and a digital ‘out-of-home’ component for New York City Transit. The campaign launched in English and Spanish across a range of media including CNN, ESPN, USA Today, The Weather Channel, iHeart Radio, Spotify and The New York Times. Paid media impressions hit more than 638.1 million.

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