Yes&
Elizabeth Brobeck
Account Executive
Yes&
Alexandria
Virginia
Video > Video - Promotional/Informational (Length > 3 minutes)
Hurricane Season Policy Growth Campaign
National Flood Insurance Program (FEMA)
Yes&

It’s no surprise that states like Florida, Texas, and Louisiana often experience significant flooding as a result of heightened hurricane activity. However, only about 20% of residents in these states have flood insurance.

Through the National Flood Insurance Program (NFIP), the Federal Emergency Management Agency (FEMA) seeks to close the flood insurance gap and create more resilient communities nationwide.

Coming off the most active hurricane season on record in 2020, Yes& worked with the FEMA team on a new plan of attack to expand the number of new flood insurance policies in Florida, Texas, and Louisiana.
We employed a geotargeting strategy in Texas, Florida, and Louisiana where roughly 86% of new flood insurance policies were written in 2020. This focused on reaching residents within relatively low-risk to moderate-risk areas where there is a lower saturation of policies and a higher likelihood to purchase.
In the first three weeks of the campaign, the website received more than 92,000 visits and 122 million impressions via a mix of advertising through our mix of video, digital, and broadcast radio channels, and paid-search advertising. These featured each state’s original artwork, visuals, and audio narration.

The full, integrated campaign launched later in the month across a range of high-impact media properties including CNN, ESPN, USA Today, The Weather Channel, iHeart Radio, Spotify, and The New York Times. As of July 2021, the campaign resulted in more than 398,000 visits to the campaign website and 379 million media impressions.
Many people in Florida, Texas, and Louisiana have decided that flood damage is a risk that they are willing to take, and insurance isn’t worth it. Our Hurricane Season Campaign drove more than 398,000 visits to the campaign website and 379 million media impressions.
It's no surprise states like Florida, Texas, and Louisiana often experience flooding. However, only about 20% of residents have flood insurance.

After the most active hurricane season on record in 2020, the National Flood Insurance Program (FEMA) developed an integrated campaign to increase the number of new flood insurance policies.
https://www.youtube.com/watch?v=L5CkgI-v5Vk