ATLANTA: Allstate will further engage the black community with a volunteer campaign and event planned for Martin Luther King, Jr. Day. “Beyond February Give Back Day” is an extension of Allstate's ongoing black outreach campaign, “Beyond February.” Although the effort focuses primarily on this group, it will also encourage consumers of all ethnicities to take time to volunteer in their communities.
“Give Back Day” starts with an event at The King Center in Atlanta, where King's daughter, Bernice King, will speak. Allstate is focusing on media relations leading up to the January 19 event, and King and Allstate spokesman Dennis Haysbert will participate in radio and TV interviews, and an SMT prior to the event.
“We're getting out ahead to give people time to find something to go do,” said Raleigh Floyd, communications manager at Allstate. “Also, from a nuts-and-bolts perspective, we understand that [January 19] is going to be a day that is heavily covered and there will be a lot of chatter that day.”
Online, the campaign has a microsite that allows consumers to find volunteer opportunities in their area. By working with community partners across the US, Allstate hopes to have a comprehensive list of volunteer opportunities for January 19 and beyond. Floyd also said the company will introduce social networking components on Facebook and Twitter by January 19.
“For 2009, volunteerism is going to be an even bigger push for us, so we figured [an event on] January 19 was a great way to kick off the year,” he said. The message of the effort emphasizes that giving back doesn't have to occur only on January 19, and that people can afford to volunteer, even if they can't afford to donate money.
The company is working with Burrell Communications, its multicultural AOR, and Taylor, its marketing group AOR, for the campaign. Octagon will handle on-the-ground work for the January 19 event.