(Toronto, ON, April 27, 2017) – Following the Foresters Financial™ rebrand announcement in 2016, the financial services organization has launched the video series, “Community Matters”, which uses brand storytelling to bring its value proposition and core story to life.
Created in partnership with award winning production shop, Studio Make It Better (StudioM), the documentary style video series tells the inspirational real-life stories of Foresters volunteers, members, clients, employees, sales agents, scholarship winners and charitable partners who share the organization’s purpose of enriching lives and building strong communities.
The cornerstone video of the series takes viewers to the St. Christine Soup Kitchen in a struggling Detroit, MI neighbourhood to demonstrate the personal and human connection that the financial services organization cultivates with its clients and members. It follows a tight-knit community of socially-conscious Foresters volunteers as they prepare a meal for over 200 patrons and articulate why giving back is meaningful and important to them.
“At Foresters Financial we are driven by our values – to help everyday families not only achieve their financial goals but also make a lasting difference in their lives and communities,” said Cheryl Neal, Chief Marketing and Innovation Officer at Foresters Financial.
“This is what makes Foresters unique, but simply telling the story is not as impactful as seeing firsthand how this translates to real people and real communities. These videos bring our brand story to life through Foresters community heroes – our clients and members – who embody our values and who we’re so proud to celebrate and support.”
The series positions the Foresters brand as redefining what a financial services organization can and should do for the families and communities it serves by investing time and money in initiatives such as grass-roots volunteerism, national charitable partnerships and academic scholarships.
These community focused initiatives come to life in the four-part series, which includes stories of a community garden started by Foresters volunteers that supplies fresh farm-to-table produce to recipients at a food bank; a public elementary school that received a playground build from Foresters and KaBOOM!, one of the organization’s national charitable partners; and Foresters Competitive Scholarship winner and Hodgkin’s Lymphoma survivor, Ashtyn Shaw, who started a charity that leads volunteers dressed up as princesses and superheroes to the local children’s hospital to visit with kids and families facing a critical illness.
The series was released on Foresters website, foresters.com, and promoted through the organization’s social channels.
About Foresters Financial
Foresters Financial™ is an international financial services provider with more than three million clients and members in the United States, Canada and the United Kingdom, and total funds under management of $44 billion1. With a history of more than 140 years, we provide life insurance, savings, retirement and investment solutions that help families achieve their financial goals, protect their families and improve their communities. For more information, visit foresters.com.
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