Aflac: Aflac Isn't and ACM partnership by Publicis

During the ACM Awards, Aflac had a commanding presence, promoting its ‘Aflac Isn’t’ awareness campaign, but also handing out a co-branded award to Brandon Ray, a musician who has lifted the spirits of kids in hospitals with his songs.

This is the second year for the Aflac ACM Lifting Lives Honor, and according to Aflac, it’s the first time a brand has developed a single partnership honor with ACM.

Ray was recognized for his contributions toward bringing the healing power of music to patients in hospitals across the country as a volunteer with Musicians On Call, a nonprofit organization that brings live and recorded music to the bedsides of patients in health care facilities. Aflac and Pearce delivered the honor in partnership with ACM Lifting Lives – the philanthropic arm of the Academy of Country Music – during the ACM Stories, Songs and Stars event on April 5.

The brand took the footage of Ray receiving the award in Las Vegas and playing for kids at the children’s hospital, and worked with Dick Clark Productions and other partner agencies – including media agency Spark Foundry and creative agency Publicis – to turn around an ad in 48 hours to run during the televised awards ceremony.

The 'Aflac Isn't' campaign shows that Aflac isn’t homeowners insurance, or car insurance, or even duck insurance, but helps with expenses health insurance doesn’t cover. It aims to break the misconceptions people may have with the brand.