Foresters Financial Brings its Purpose to Life in New “Community Matters” Campaign
Video series showcases the organization’s commitment to doing more
TORONTO–(BUSINESS WIRE)–Following the Foresters Financial™ rebrand announcement in 2016, the
financial services organization has launched the video series,
“Community Matters”, which uses brand storytelling to bring its value
proposition and core story to life.
Created in partnership with award winning production shop, Studio
Make It Better (StudioM), the documentary style video series tells
the inspirational real-life stories of Foresters volunteers, members,
clients, employees, sales agents, scholarship winners and charitable
partners who share the organization’s purpose of enriching lives and
building strong communities.
The cornerstone
video of the series takes viewers to the St. Christine Soup Kitchen
in a struggling Detroit, MI neighbourhood to demonstrate the personal
and human connection that the financial services organization cultivates
with its clients and members. It follows a tight-knit community of
socially-conscious Foresters volunteers as they prepare a meal for over
200 patrons and articulate why giving back is meaningful and important
to them.
“At Foresters Financial we are driven by our values – to help everyday
families not only achieve their financial goals but also make a lasting
difference in their lives and communities,” said Cheryl Neal, Chief
Marketing and Innovation Officer at Foresters Financial.
“This is what makes Foresters unique, but simply telling the story is
not as impactful as seeing firsthand how this translates to real people
and real communities. These videos bring our brand story to life through
Foresters community heroes – our clients and members – who embody our
values and who we’re so proud to celebrate and support.”
The series positions the Foresters brand as redefining what a financial
services organization can and should do for the families and communities
it serves by investing time and money in initiatives such as grass-roots
volunteerism, national charitable partnerships and academic scholarships.
These community focused initiatives come to life in the four-part
series, which includes stories of a community
garden started by Foresters volunteers that supplies fresh
farm-to-table produce to recipients at a food bank; a public elementary
school that received a playground
build from Foresters and KaBOOM!, one of the organization’s national
charitable partners; and Foresters
Competitive Scholarship winner and Hodgkin’s Lymphoma survivor,
Ashtyn Shaw, who started a charity that leads volunteers dressed up as
princesses and superheroes to the local children’s hospital to visit
with kids and families facing a critical illness.
The series was released on Foresters website, foresters.com,
and promoted through the organization’s social channels.
About Foresters Financial
Foresters Financial™ is an
international financial services provider with more than three million
clients and members in the United States, Canada and the United Kingdom,
and total funds under management of $44 billion1. With a
history of more than 140 years, we provide life insurance, savings,
retirement and investment solutions that help families achieve their
financial goals, protect their families and improve their communities.
For more information, visit foresters.com.
Foresters Financial and Foresters are trade names and trademarks of The
Independent Order of Foresters (a fraternal benefit society, 789 Don
Mills Road, Toronto, Canada M3C 1T9) and its subsidiaries.
1in Canadian dollars as of December 31, 2016
Contacts
For more information:
Foresters Financial
Jennifer
Peckett
416 429 3000 X 4340 (NA)
jpeckett@foresters.com
