MALVERN, Pa.–(BUSINESS WIRE)–A comprehensive legal system abuse campaign, conducted by the Insurance Information Institute (Triple-I) in Georgia in 2025, has received recognition from two distinguished communications awards programs: the MarCom Awards and the Ragan Communications Zenith Awards.
Campaign Components
Triple-I recognized the legal system abuse challenges that have been plaguing Georgia for far too long and executed a legal system abuse awareness campaign in Georgia to combat the trial bar’s efforts to keep these abuses in play. The campaign was launched with the goals of educating the public, engaging constituents and encouraging lawmakers to take action to protect Georgians from the impacts of legal system abuse.
The comprehensive campaign included:
- A media advisory to engage and inform state lawmakers, including Georgia Gov. Brian Kemp, news media and Triple-I members.
- A Facebook petition campaign driving constituent letters to lawmakers, asking them to vote “Yes” for Gov. Kemp’s comprehensive tort reform package.
- Digital and brick-and-mortar billboards strategically located around the Georgia State Capitol and Downtown Atlanta to saturate our target audience.
- An informational Issues Brief and corresponding blog post to educate and engage Georgians and Triple-I members nationwide.
- A visually compelling infographic highlighting how lawsuit abuse drives consumer and insurance costs.
- Continuous email marketing sends and newsletter updates to a nationwide advocate database to drive national awareness and support for Gov. Kemp’s package.
- Generated earned media via numerous outlets across the state, including interviews with CEO Sean Kevelighan, where he discussed the far-reaching implications of Georgia’s tort reform and reinforced Triple-I’s thought leadership on the issue.
Campaign Results
The campaign led the charge in driving legislative success: a comprehensive legal reform package passed out of both chambers of the General Assembly and was later signed into law by Gov. Kemp.
- Facebook ad campaigns generated a nearly 15% click-through-rate (far exceeding the 1%-2% average), receiving over 20,000 clicks and over 986,000 impressions. With an average frequency of 4.9 views per user, the campaign succeeded in building message familiarity and resonance.
- Digital letter-writing campaigns recruited 202 new advocates who sent 443 letters to lawmakers urging passage of Kemp’s tort reform package.
Following the successful campaign and legislative results, Kevelighan’s op-ed, highlighting the impacts of tort reform and how Gov. Kemp’s tort reform package will help slowly stabilize Georgia’s insurance market, was published by three media outlets in the Peach State.
These cumulative efforts significantly reinforced Triple-I’s strategic influence and helped secure a landmark legislative victory in the state.
Recognition of this Success
This campaign and several of its individual components have received recognition by varying reputable awards organizations.
The overall campaign and display ad component each received a Gold Award from MarCom in the respective Advertising Campaign and Display Ad Campaign categories. The campaign also received an Honorable Mention in the Billboard category.
The overall campaign was also selected as a finalist for the Ragan Zenith Awards’ award of distinction in the Campaign of the Year category.
About the Awards Programs
The MarCom Awards are one of the most respected honors in the communications industry. This prestigious recognition is highly sought after by corporate communications teams, marketing departments, public relations firms, and creative professionals worldwide.
According to the organization, “MarCom is one of the oldest, largest and most respected creative competitions in the world. Winning a MarCom Award represents coveted peer recognition from the creative industry.” MarCom winners range from major international agencies and Fortune 500 companies to individual creative professionals—reflecting the competition’s broad and distinguished reach.
Celebrated as the “peak of communications excellence,” the Ragan Zenith Awards recognize the best in communications, public relations and marketing. Their Campaign of the Year award of distinction “honors the most outstanding campaign that achieved remarkable success and demonstrated creative excellence,” one that demonstrates both exceptional creativity and measurable success. Being named a finalist for this award represents a significant professional achievement and a mark of true excellence in the field.
About the Insurance Information Institute (Triple-I)
Since 1960, the Insurance Information Institute (Triple-I) has been the trusted voice of risk and insurance, delivering unique, data-driven insights to educate, elevate and connect consumers, industry professionals, policymakers and the media. An affiliate of The Institutes, Triple-I represents a diverse membership accounting for nearly 50% of all U.S. property/casualty premiums written. Our members include mutual and stock companies, personal and commercial lines, primary insurers and reinsurers – serving regional, national and global markets.
About The Institutes
The Institutes® are a not-for-profit comprised of diverse affiliates that educate, elevate, and connect people in the essential disciplines of risk management and insurance. Through products and services offered by The Institutes 20 affiliated business units, and backed by more than 115 years of experience as a trusted knowledge partner, we empower people and organizations to help those in need with a focus on understanding, predicting, and preventing losses to create a more resilient world. Learn more at Global.TheInstitutes.org.
The Institutes is a registered trademark of The Institutes. All rights reserved.
Contacts
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