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Giving flight to an authentic purpose: How Aflac transformed its mascot into an icon for childhood cancer patients

Author

Listed:
  • Cone, Carol

    (Carol Cone ON PURPOSE, USA)

  • Kenney, Kristin

    (Carol Cone ON PURPOSE, USA)

Abstract

My Special Aflac Duck is an award-winning social robot for children with cancers. Modelled after Aflac Incorporated’s iconic duck mascot, My Special Aflac Duck was developed by social impact agency Carol Cone ON PURPOSE and R&D shop Sproutel to meet the social-emotional needs of paediatric cancer patients during their average 1,000 days of treatment. The initiative, which is part of the broader Aflac Childhood Cancer Campaign, was created to support Aflac’s reputational and brand goals, building on more than two decades of commitment to paediatric cancer research and treatment. Additionally, Aflac sought to make a direct patient impact through technology and innovation, moving beyond traditional corporate citizenship to align purpose, values, brand and product in a never-before-seen execution. Readers will learn how Carol Cone ON PURPOSE developed crisp criteria around Aflac’s objectives, partnered with Sproutel to develop the duck based on the specific needs of children, launched the initiative to media in an unexpected way, supported roll-out in hospitals across the United States and helped Aflac achieve significant brand and business lifts.

Suggested Citation

  • Cone, Carol & Kenney, Kristin, 2021. "Giving flight to an authentic purpose: How Aflac transformed its mascot into an icon for childhood cancer patients," Journal of Brand Strategy, Henry Stewart Publications, vol. 10(2), pages 138-147, September.
    • Handle: RePEc:aza:jbs000:y:2021:v:10:i:2:p:138-147
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    More about this item

    Keywords

    corporate social responsibility; corporate reputation; purpose; authenticity;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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