Aflac Helps Hispanic Policyholders Protect Their Pockets in New Campaign

Aflac announced the launch of a new national Hispanic marketing campaign. The initiative will help educate Spanish-preferred consumers about how Aflac helps protect their pockets during unplanned medical events. The campaign includes a new television ad called “Help,” which will air nationally on major Spanish-language networks through late November. It is the company’s second commercial designed specifically for the Hispanic market without an English-language version.

“Research indicates a need to provide better education within the Hispanic community about the value of voluntary insurance products,” said Gail Galuppo, senior vice president and chief marketing officer at Aflac. “We want to share information with Hispanic-Americans in culturally sensitive ways, in their preferred language, so that families can better protect their pockets from the financial challenges of an unexpected illness or injury.”

The campaign debuted during one of the Latin community’s most popular music awards shows of the year, the Latin American Music Awards, last week on Telemundo. The Aflac Duck played a pivotal role during the awards show, as he was the “official protector” of the envelopes holding the names of the winners of the night. After walking down the purple carpet, the fearless feathered security guard worked tirelessly to assure the audience that the awards were kept safe throughout the night. Viewers can see highlights of the evening on social media (@AflacDuck) or visit Aflac’s exclusive “Winners of the Night” section on Telemundo.com.

“Help” opens with a woman, who has her leg propped on a bench and wrapped in a cast, sitting on a couch reviewing medical bills. Her father enters and asks how she is doing. The daughter expresses her surprise about the fact that her major medical insurance isn’t covering all of her expenses.

Luckily, she has Aflac and received her money in one day, which means she doesn’t have to touch her savings or the grocery money. The Aflac Duck pushes two full bags of groceries into the room to prove that the grocery money went to its intended use. The father is pleased but must ask, “If not with money, how else can I help?”

The daughter cleverly looks over to her child, who has been playing offscreen, and suggests, “You could change your first diaper.” He looks bewildered with this task and even looks down at the Aflac Duck for assistance. The Duck slowly steps backwards out of the room, leaving a trail of duckprints in spilled baby powder.

In addition to the television commercial, the campaign will include local radio advertising in select markets, digital advertising, social media, online videos and more.