How Do You Create Real Impact for Members?

With around 70 primary and reinsurance companies and 50,000 employees, SIA plays a vital role at the crossroads of business, politics, and public life. The original plan for the anniversary was to offer members a gift—a moment to celebrate. But we posed a key question: What would create the greatest long-term value for SIA’s members?

Through audience research and a deep dive into member challenges, we uncovered a powerful insight: real impact happens when insurance proves its value to society—namely, to the customers of SIA’s member companies. We encouraged SIA to embrace its role as a bridge-builder—to advocate for its members while amplifying the industry’s relevance in the public sphere.

But what specific challenges is the insurance sector facing—and where can SIA make a lasting difference?

Security Is a Paradox

Together with SIA, we took a hard look at its goals, audiences, and challenges, and identified two core issues: widespread public misunderstanding of financial and insurance topics, and a trust gap between the industry and the people it serves.

These challenges are part of a broader societal shift: our understanding of "security" is evolving. For many people, their sense of security is becoming detached from facts and statistics. Ongoing crises—from the pandemic and geopolitical unrest to climate change and inflation—have shaken people’s confidence and deepened a general feeling of insecurity.

From Insight to a Communications Strategy

This growing disconnect between perceived and actual security creates a major challenge for insurers: how do you build trust when people’s sense of security is so subjective?

During a joint workshop with SIA, we sharpened the focus of our questions and arrived at a central communication theme:
“Security is more than just a feeling.” People can feel secure even when risks are present—or feel insecure even when the data shows little cause for concern. This idea exposes that contradiction and invites people to think differently about security:

A Cross-Media Experience

To make this message resonate throughout the anniversary year, we created a multi-platform strategy:

• A main anniversary event, plus expert panels and talks hosted within major industry conferences

• An interactive online quiz to help users assess risk and improve financial literacy in a playful, accessible way

• A school-based education initiative and a voluntary civic engagement program to bring the concept of security into everyday life

• Year-round communications, delivering relevant content across multiple channels to deepen awareness and engagement

An Anniversary That Sparks Dialogue

SIA’s 125th anniversary delivered real momentum. With the message “Security is more than just a feeling,” the association didn’t just start a conversation—it laid the groundwork for long-term public engagement and industry visibility.