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Workplace Benefits and Saving Choices Work Better Together in Voya Financial Spot


BBDO Atlanta campaign highlights the financial companies commitment to diversity and disability inclusion

Workplace Benefits and Saving Choices Work Better Together in Voya Financial Spot

Voya has launched its new TV and digital advertising campaign, 'Better Together,' which encourages people to consider workplace benefits and savings choices together and actively take steps to be prepared for their financial future. Two new television commercials, in :30 and :15 versions, serve as the centrepiece of an integrated campaign across television, digital and social channels.

Developed by BBDO Atlanta, the campaign encourages people to consider workplace benefits and savings choices together. The television spots reinforce the message by showcasing other pairings that go great together. The spot 'Diner' encourages considering all your financial choices together to help you make smarter decisions for a more confident financial future. Its companion spot, 'Park Walk', offers the additional benefit that a holistic approach can help you be better prepared for unexpected events along the way. Voya’s popular origami Orange Money animals, 'Val' the squirrel and 'Vern' the rabbit, appear in each ad, sharing Voya’s goal to help one become financially confident by being well planned, well invested, well protected.

As with previous campaigns that have featured individuals with special needs as well as Asian, Black, Latino, White, and multi-ethnic actors, these new spots continue to promote diversity, equity and inclusion. In addition to representing ethnicity and gender diversity, the casting in the spot 'Diner' includes an actor with Down syndrome.

“A deep commitment to diversity has long been a priority for Voya in our brand, communications and marketing efforts – and we’ve been very deliberate about focusing on disability inclusion, as well as the unique financial planning needs of individuals with disabilities and their caregivers,” said Paul Gennaro, chief brand and communications officer. “We’re proud to build on that commitment with the casting in this year’s campaign, which is a reflection of our culture of inclusion and authenticity that celebrates individuals of all backgrounds and abilities.” 

Voya’s commitment to DEI extends beyond casting in the ads, as the company once again collaborated with an all-female research team, woman-led creative team, and female and multi-ethnic directors for production.

“Voya, BBDO Atlanta and the production team at Biscuit have collaborated on a variety of campaigns over the last several years, and DEI has always been and will continue to be an important part of the work we do together,” said Robin Fitzgerald, chief creative officer, BBDO. “At the onset of this project - from creative brief to scripts to casting - we thoughtfully discussed ways to be inclusive. Choosing the talented Claudia Sola to play a primary role in our new 2023 ‘Diner’ spot was our opportunity to authentically reflect the one in four American adults living with a disability.”

Voya to donate $100,000 to the National Down Syndrome Society and Disability:IN

To further reinforce Voya’s commitment to DEI, the company is donating $100,000 to the National Down Syndrome Society (NDSS) and Disability:IN to support the advancement of employment of people with disabilities. NDSS will use the funding toward the development of cross-sector collaboratives to include providers of disability services and support, business partners in employer roles, and disability-focused staffing agencies.

The Disability:IN donation is earmarked for the non-profit's NextGen Matchmaking program – a virtual one-on-one speed networking event where corporate representatives are matched with NextGen Leaders, college students and recent graduates with disabilities.


Agency / Creative
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Categories: Investment, Finance

BBDO Atlanta, Tue, 10 Jan 2023 09:40:50 GMT