Georgia Legal System Abuse Campaign

About Project

Overview:
The Insurance Information Institute (Triple-I) launched a comprehensive awareness campaign aimed at educating the public, activating constituents, and compelling Georgia lawmakers to enact legislation on behalf of Georgia’s consumers and businesses to protect them from the detrimental impacts of legal system abuse.
The campaign consisted of a layered, cross-channel strategy designed to reach Georgians where they live, scroll and engage, digitally and in person. The team combined public education with legislative advocacy to ensure maximum impact.
Campaign Materials:
- A media advisory to engage and inform state lawmakers, news media and Triple-I members.
- A Facebook digital campaign driving constituent letters to lawmakers, asking them to vote “Yes” for Georgia Gov. Brian Kemp’s 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.
- Triple-I CEO Sean Kevelighan discussed Georgia’s tort reform impacts in an interview with WSB News Radio, a top Atlanta Radio Station.
- An op-ed written by Triple-I’s CEO, published by numerous media outlets across Georgia, highlighting the impacts of tort reform and explaining why it will take time to stabilize the Peach State’s insurance market.
Results:
Triple-I’s Georgia campaign led the charge in driving the legal reform package that was passed by both chambers of the General Assembly, to later be signed into law by Gov. Kemp. The Facebook ad campaign received over 55,281 impressions and nearly 4,500 clicks. With an average frequency of 2.5 views per user, the campaign succeeded in building message familiarity. The digital letter-writing campaign recruited 65 new advocates who sent 138 letters to lawmakers urging passage of legal reforms.
This legislative victory extends far beyond the favorable policy outcome. While the passage of the legal reform bills marked a significant external victory, the campaign also generated a powerful internal impact for Triple-I, an organization with a national membership and reach.