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2013 Effie Awards Winner

American Family’s Dreams Protected campaign wins prestigious advertising award

Madison, Wis. (May 23, 2013) – American Family Insurance's Dreams Protected campaign was awarded a silver award at the Effie Awards, one of the most prestigious honors given in the advertising and marketing industries. The award recognizes the effectiveness of American Family's Dreams Protected campaign to help the company improve awareness, consideration and perception along with sales and quoting activity.

"This award speaks volumes about the significance of our Dreams Protected brand campaign in the marketplace," says Jack Salzwedel, chairman and chief executive officer. "The campaign reflects who we are as a company and the passion we have for protecting our customers."

American Family Insurance was the highest awarded brand in the insurance category at this year's event.

"This award is about effectiveness and leveraging advertising to help drive business results," said Telisa Yancy, marketing vice president. We found that by changing the paradigm of the role an insurance company plays in the lives of our customers, we could provide meaning and achieve results."

The Dreams Protected campaign, launched in July 2011, helped start the conversation about the state of the American Dream while inspiring consumers to achieve their dreams.

The advertising strategy is based on trust and sincerity.

In a recent Nielsen survey, viewers were better able to recall content of American Family's television ads 24 hours after viewing them compared with competitors' content. Survey respondents were also able to better identify why they should buy insurance from American Family.

"Last quarter, we invested less on advertising in our operating territory than our competitors, yet our campaign message had a greater impact on consumers," says Telisa. "High-quality creative can have the same impact as how much is spent to advertise your product."

All about Effie
"Effie" is short for effectiveness, and the work must be both impressive and effective. The judges score an entry using four measures: strategic objectives, idea, execution and business results.

The Effie Awards are considered the most prestigious advertising award recognizing companies for the creative work of their marketing campaign along with the effectiveness connected with it. American Family worked with advertising agencies Ogilvy & Mather, Commonground and Mindshare to create and implement the Dreams Protected campaign.

Contact:
Sandra Spann
Media Relations Consultant
(608) 242-4100, ext. 32881

Learn more about the American Family Insurance Dreams Protected campaign. View the complete list of 2013 Effie Winners.

American Family Mutual Insurance Company is the nation's third-largest mutual property/casualty insurance company. Web: www.amfam.com; Facebook: www.facebook.com/amfam; Twitter: www.twitter.com/amfam.

Based in Madison, Wis., American Family Insurance offers auto insurance, homeowners insurance, life insurance, health insurance, business and farm/ranch insurance in 19 states.