Aflac: My Special Aflac Duck

Aflac, an American insurance company, promoted its insurance for children with cancer in the US by creating an innovative social robot duck that comforts children.

Campaign Purpose

My Special Aflac Duck™ (MSAD) is an innovative social robot comforting children with cancer. It's creating a new threshold for brands leveraging technology for good.

MSAD's journey started with Aflac's desire to evolve its 22-year, $123M, Atlanta-based commitment to childhood cancer. The company wanted to evolve from a focus on medical research to impact pediatric cancer patients nationwide.

While Aflac's mascot had nearly universal U.S. recognition, few people were familiar with Aflac's specific products, which include cancer insurance. The company also wanted to enhance its perceived connection to the cancer cause, infuse deeper meaning into its iconic duck...

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