MASS
MUTUAL – 
KIDS TAKE 
CHARGE:

*2012 IFCA Awards Winner: Best In Show for Wild Card

*2012 OMMA Awards Winner: Financial Services Finalist

*2012 FCS Awards Winner: Public Relations Gold

Adults have long shied away from the topic of life insurance, but where does that leave their kids? Kids Take Charge fully explored the answer to that question, creating a series of videos where kids took matters into their own hands by meeting with an insurance professional, learning the facts, and even taking the truth to the streets. With a heavy focus on social platforms, MassMutual sucessfully sparked the conversation around the importance, benefits, and necessity of life insurance for adults.

But don’t just take my word for it. The client (John Chandler, SVP & CMO at MassMutual) says it best during a Forbes interview:

Kids Take Charge -
Main Videos

Kids Take Charge -
Behind the Scenes Videos

Kids Take Charge -
OLA / Banners

Three screenshots from a video featuring a young boy in a suit holding a microphone, promoting MassMutual Financial Group's life insurance. The first shows the boy with text "He knows everything you need to know about life insurance." The second says "And he's 7." The third has a play button and the MassMutual logo with the text "Watch and learn."
A series of three images with text about life insurance and kids, featuring a young girl with curly hair.
Children in a video about life insurance and financial planning, with text overlays and a call to action for watching a kids take charge video from MassMutual.
Screenshot of The New York Times Business Day webpage from February 18, 2011. The page features a large advertisement for MassMutual Financial Group with the slogan 'Kids Take Charge.' Below, there is a video of a young girl in a kitchen and an article about organic milk production with an image of a cow in a barn.

Kids Take Charge -
Landing Page

Facebook page for Kids Take Charge by MassMutual featuring children and adults promoting life insurance awareness. Includes images of kids, a young boy interviewing, and a group of people with promotional text about life insurance benefits.

PROJECTS (cont.)

A promotional graphic for Copy Writer Plus with a teal background and a white plus sign at the top. The text reads 'Can you hit life's financial curveballs?' and the brand name at the bottom is stylized as 'Copy Writer PLUS' in white and blue text.
Purple background with a white medical cross and a humorous quote about penguins and personality hires by Cody Writter Plus.

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