Corporate and Financial Communications

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.

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