When Northwest Mutual asked consumers to list their top concerns via a survey on the company’s Web site, the answer was overwhelmingly health and fitness–more even than financial worries. The site, Let Your Worries Go, is an integrated marketing and charitable campaign that gave visitors to the site an opportunity to select some of life’s greatest concerns, choose a mode of transportation and watch as their worries were sent away.
In total, visitors let nearly 300,000 worries go with a medieval catapult, rocket ship, submarine or hot air balloon over the nine-month campaign that ended December 31, 2008. Concerns were both societal and wealth management-related. The top three worries selected by the public included: health and fitness, natural disasters and wealth-accumulation, followed by education funding, illness, financial security, retirement planning, and hunger.
In conjunction with the campaign, Northwest Mutual is contributing a total of $1 million to four non-profit agencies that help alleviate these worries, based on the number of votes received for each.
(photo credit: Newscom)