California Earthquake Authority
For many, California is synonymous with earthquakes. Scientists insist “the Big One” is coming, yet only a fraction of California homeowners protect their homes with earthquake insurance. Some homeowners believe earthquake insurance is prohibitively expensive (it’s not) or that their homeowner’s insurance covers earthquake damage (it doesn’t). Others just don’t think about natural disasters that can strike at any moment.
Although all Californians stand to benefit from owning earthquake insurance, we decided to focus on three regions at highest risk: San Francisco, Los Angeles and San Diego. We tailored imagery and verbiage in digital and video ads to ensure audiences recognize their communities and understand we’re speaking to them.
To combat misconceptions surrounding earthquake insurance and create a sense of urgency among homeowners, we created a series of regionally-adapted spots that meet homeowners where they are when they are contemplating important life decisions — quiet early mornings. Both the tone and imagery is quiet and thoughtful, with the simple reminder that no one truly knows what each day will bring, but with earthquake insurance, at least you can be ready.