Sun Life Financial Asia
Situation
Sun Life Financial Asia, the Asian insurance arm of the CA$1 trillion life insurance company, operates in seven countries across the Asia-Pacific region. It wanted to raise awareness of its annual health and financial wellness corporate social responsibility (CSR) initiative called Resolution Runs.
Solution
We created a cohesive global approach to content, social media and traditional media that communicated Sun Life Financial Asia’s message through multiple channels to different audiences.
- Brand and campaign awareness raising in Asia-Pacific for a Canadian financial services institution
- Multi-lingual content creation and deployment
- Significantly increased profile for a core CSR initiative
Results
Focused around “Resolution Runs”, which take place each January, we published a factual white paper that highlighted the risks of diabetes, which is disproportionately higher in many Asian countries. We then distilled that content into educational factsheets that could be easily translated and dispersed through the company’s social media platforms. We also engaged with Asian media outlets and journalists to promote awareness of events supporting the campaign.
We created an across-the-board investor relations and media relations program that leveraged the CEO and CFO as key spokespersons for high-impact interviews with target top-tier financial outlets.
We supported the firms on engagement with English-language media throughout North America, Europe and Asia-Pacific to increase their share of voice.
We created a cohesive global approach to content, social media and traditional media that communicated Sun Life Financial Asia’s message through multiple channels to different audiences.
