In recognition of Black History Month, today Nationwide Insurance is providing African American families with a unique online experience that helps them connect with their ancestry, celebrate their past and work together to honor the present, while at the same time support the United Negro College Fund (UNCF).
It’s all part of Nationwide’s ongoing effort to reach African American consumers. This particular campaign created by McKinney, Nationwide’s advertising agency of record, includes the Family Heritage Tree website (http://www.nationwide.com/familytree) where visitors can create their family tree.
“This is another part of our commitment to support the African American community,” said Mark Hara, vice president for Nationwide. “The Nationwide Family Heritage Tree website allows each member of the family to input data, build their family tree, add photos, input facts about their heritage and invite others to share.”
The website provides tools and resources for visitors to share data and stories with other family members via e-mail, allowing for two-way interaction to help in building a more robust and complete family history. It also provides an opportunity for family members to add comments and work together to create their family tree.
“We are excited to launch this campaign on the first day of Black History Month,” said Hara. “We hope families will use this Web tool as a way to honor their past, share stories among family members and build their family history for themselves, and their children.”
In addition to the website, through a partnership with Pandora.com, Nationwide is helping to support the UNCF. During Black History Month, Nationwide will donate $5 to UNCF for each of the first 6,000 visitors who listen to one of two Nationwide branded radio stations on Pandora.com.
“We’re pleased to partner with Nationwide, to give them a truly innovative and creative option that facilitates their financial contribution to the UNCF and delivers discovery and joy to those who get the chance to listen to the great music on the Nationwide branded stations,” said John Trimble, Pandora’s chief revenue officer. “Pandora’s multi-platform advertising solution, combined with our breadth of demographic knowledge about our listeners, ensures that our partners, such as Nationwide, will have their campaigns seen — and heard — by their ideal target audience who are listening to Internet radio.”
The campaign takes a unique approach to encourage families to share information, interact through the nationwide.com/familytree website, capture their legacy and support the United Negro College Fund. The Heritage Family Tree website can be accessed beginning February 1, 2010, through the end of the year.