Safety Insurance: Fostering Brand Loyalty Amid Deregulation

In a crowded and ever-expanding insurance market, Morrissey & Company was tasked with protecting and enhancing the brand of Massachusetts insurance provider Safety Insurance to help foster customer loyalty and build a reservoir of good will toward the company to protect it from future crises. Morrissey & Company helped Safety align itself with Safe Roads Alliance, a nonprofit organization dedicated to driver safety, and create a public service campaign raising awareness of the dangers of Texting While Driving.

The Stop Texting While Driving campaign was announced at a press event at Boston's City Hall Plaza, at which the mayor of Boston announced a historic ban on Texting While Driving for all city employees.

Results

The campaign included billboards in eastern Massachusetts, bus stop and subway advertisements throughout the city of Boston and numerous media placements in outlets including The Boston Globe, Boston Herald, –Metro Boston, “The Today Show” and several local television news stations. Safety and Safe Roads have together become an important source of information concerning the dangers of Texting While Driving, and have received positive feedback from customers, employees, independent insurance agents and state and local organizations.