Project Description


Upon launching a new insurance product, Commonwealth Insurance Advantage needed to build brand and raise awareness among both brokers and consumers. With a product that protects businesses against acts of mass violence, they needed to go about this in a way that was effective without jeopardizing their brand image.


In order to prevent reputational damage, 96andX took a thought leadership and earned-first approach, developing a series of press opportunities and sponsored informational articles to help organizations develop practices and protocols for preventing incidents of mass violence in the workplace. 96andX aimed to position Commonwealth as a thought leader in workplace violence prevention rather than simply “hard-selling” insurance.


This approach led to high performing sponsored content, a spike in quality website traffic, and a series of national, regional, and trade media placements positioning Commonwealth leadership as authorities in workplace violence prevention. The “soft-sell” approach led to an increase in brand awareness on a national scale without jeopardizing the brand’s reputation. 96andX is Commonwealth’s agency of record.

Earned Media

Commonwealth and its leadership were featured in Insurance Business America, Property Casualty 360, and the Philadelphia Business Journal within the first two months of the campaign, strengthening the brand’s position as a thought leader in workplace violence prevention.