‘Max’s Story’ wins Marketing Week Masters

By Teamspirit on Monday, 14 October 2019

Critical illness is not traditionally the easiest category to gain positive awareness for in consumer media.

But our work for AIG Life was recently recognized for doing just this, winning gold in the PR and Brand Storytelling category at the Marketing Week Masters awards.

Beating shortlisted entries from Lego, Vodafone, Greenpeace and the Roald Dahl Foundation, our winning campaign told the story of Max, a toddler who was diagnosed at birth as being profoundly deaf. Protected by AIG Life, Max’s parents received a no quibble pay out for their claim, allowing them to give Max the care and quality of life he – and his family - needed.

An innovative content and PR strategy led to interviews on ITV’s Lorraine, BBC and ITV news, sending the story viral. Well over 200,000 views were achieved across YouTube, national media, Facebook and Twitter. Cover magazine described the activity as ‘a communications vision for the industry’.

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