Building a Movement to Rethink America from the Ground Up
In uncertain and challenging times, America relies on renewal. It needs individuals and communities to rise up with ideas and solutions that create change, one step at a time.
Allstate knows well the power of local solutions to resolve national challenges. The nation’s second largest insurer, Allstate is a network of 10,000 small businesses. The brand is deeply connected to its local roots and committed to supporting the communities it serves.
Beginning in 2009, at the later part of the country’s economic recession, Allstate sought to represent the voices of America’s middle class. At a moment when the nation was struggling with uncertainty and divisiveness, Allstate saw an opportunity to inspire hope by lifting up local stories of economic renewal in communities nationwide.The Challenge
Growing local efforts nationally
Local leaders and innovators are doing meaningful work across the country, yet their efforts can go largely unrecognized on a national scale. Allstate saw a need to connect them to one another, empower them, and offer them as inspiration to other communities across the country. In short, it saw the opportunity to build a community of ambassadors and drive a bigger conversation around local ingenuity across America.
As a result, Allstate could also be recognized nationally for its work supporting these changemakers. Previously, Allstate had generated “engagement spikes” on key social issues, but it had not created the long-term impact it needed to elevate recognition of its brand commitment to local communities.