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Giving flight to an authentic purpose: How Aflac transformed its mascot into an icon for childhood cancer patients
Journal of Brand Strategy,
10
(2),
138-147
(2021)
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.
Keywords: corporate social responsibility; corporate reputation; purpose; authenticity
The full article is available to subscribers to the journal.
Author's Biography
Carol Cone is internationally recognised for her work in purpose, corporate citizenship and corporate social responsibility. Carol Cone ON PURPOSE is her fourth enterprise activating her purpose: to educate, inspire and accelerate purpose strategy, programmes and impacts for corporations, brands, non-profits and current and emerging professionals around the globe. For more than 35 years, Cone has steadfastly led the purpose movement, executing more than 250 purpose programmes — from overall enterprise purpose to social purpose, Environmental, Social and Governance strategies and communications, to cause branding and non-profit positioning, fundraising and stakeholder engagement. To amplify the value of purpose, she has, over her career, also conducted more than 30 research studies aimed at educating and inspiring professionals to embrace this critical strategy. She also hosts the podcast Purpose 360, nearing 100 interviews to date. And to support more powerful business and non-profit partnerships, she authored Breakthrough Nonprofit Branding. This extensive body of work has earned her fascinating descriptions: Purpose Queen (from the BBC), one of the world’s seven Sustainability Pioneers (Sustainable Brands) to ‘arguably the most powerful and visible figure[s] in the world of “Cause Branding”’ (PRWeek Power List). She is a highly soughtafter speaker and media expert, sharing her insights on purpose branding, corporate citizenship, sustainability and CSR around the globe from the New York Times to the Economist, the Wall Street Journal, Fast Company, CNN and the AP.
Kristin Kenney has worked with more than 60 corporations, non-government organisations (NGOs) and start-ups on purpose-driven initiatives, as well as marketing, communications, public relations and branding; go-to-market strategies; fundraising; and copywriting. Kristin currently works with one of the nation’s leading social impact consultancies, Carol Cone ON PURPOSE. Kristin holds a Bachelor’s of Science in Journalism from California Polytechnic State University San Luis Obispo, where she was a founding member of the University’s Center for Innovation and Entrepreneurship. At the Center, Kristin worked directly under the Center’s Directors and Board to expand the organisation’s influence and reach in the community and beyond, sparking her love for social entrepreneurship. In addition, Kristin is an accomplished journalist, with work published in FastCompany, Forbes, Real Leaders and other publications. Kristin is passionate about the power of purpose, social entrepreneurship and innovation to drive both business results and positive impacts on society.
