California has an earthquake problem. People just aren’t scared enough of them. And subsequently, weren’t buying earthquake insurance. So we set out to change that. The California Earthquake Authority (a state run quake insurer) had been running very light hearted, almost “Visit California” like advertising under the theme, “California Rocks”. But it was too soft. They needed a wake up call. And we gave it to them by means of the, “Risk is Real” campaign. Through kinetic type, motion graphics and dramatic imagery of destruction we blitzed the California market with multiple tv spots, print and online video. We also created brochures that were sent out to 9.3 million homes. The former mindset was that FEMA would bail homeowners out, or loans, the government or homeowner’s insurance. None of which is true. In the end you could be stuck paying for everything yourself. In order to dispel the notion that EQ insurance is costly, we also advertised the new affordable options and coverages being offered. We created a seismic shift. And it’s working.