Forging a fresh, consumer-friendly approach to understanding insurance options


As the U.S. standard-setting and support organization representing the chief insurance regulators for the 50 states, five territories and the District of Columbia, the National Association of Insurance Commissioners (NAIC) has a number of vital missions. One of the most important is protecting the public interest. This includes educating consumers on a range of insurance issues – from different insurance needs at different life stages, to preparing for disasters, to avoiding getting ripped off by bad actors peddling fraudulent products. To help NAIC transform the way it connected with and educated consumers, CooperKatz conceived a bold new platform – one still in use by the organization today.


Launching “Insure U” – a way to “Get Smart About Insurance”

For three years on behalf of the NAIC, CooperKatz created and managed an award-winning national public education campaign on insurance issues. Prior to our engagement, NAIC tended to communicate to consumers about insurance issues by category:  home, health, auto, life. As our team brainstormed against the client brief – and the larger mandate to protect and inform the public – CooperKatz envisioned a wholly new platform. One that would be more effective in taking what many conceive as “dry” subject matter and making it relevant to more consumers’ lives.


The result was a bold new approach titled “Insure U – Get Smart About Insurance.” Playing off the concept of a university, the heart of the program was an engaging consumer education website,, packed with helpful, unbiased information about auto, homeowners / renters, life and health insurance. The content (available in English and Spanish) was organized for consumers under eight life situations: young singles, young families, established families, seniors, domestic partners, single parents, grandparents raising grandchildren and members of the military.


CooperKatz also created content for a second educational website devoted to small business insurance issues, including workers’ compensation, business property and liability, commercial auto, group health and disability, group life, key person life and home-based business insurance.


Under the banner “Insure U – Get Smart About Insurance,” the campaign included: an online curriculum of insurance information; tips and considerations for consumers and small businesses; original research to highlight areas of consumer misunderstanding; TV and radio public service announcements; community outreach programs; and proactive media relations.


Over a three-year period, CooperKatz achieved more than one billion media impressions, including numerous placements in outlets such as the Associated Press, Bloomberg, Bloomberg BusinessWeek, CNN, Newsweek, New York Times, USA Today, Wall Street Journal and scores of regional publications across the U.S. The U.S. Treasury’s Financial Literacy and Education Commission incorporated Insure U into its National Financial Education Network. And NAIC continues to use the tagline and the platform to this day.

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