![Purpose 360 artwork](https://is5-ssl.mzstatic.com/image/thumb/Podcasts123/v4/8a/78/04/8a78048f-d7b7-2098-5cf9-7a295b34caae/mza_9016754110843944162.jpg/100x100bb.jpg)
More than a quack: the story behind Aflac’s big heart
Purpose 360
English - April 30, 2019 16:00 - 44 minutes - 41.5 MB - ★★★★★ - 21 ratingsGovernment Business social purpose social impact public good Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
You probably know the Aflac Duck, but do you know the company behind it? Catherine Hernandez-Blades, Aflac’s SVP, Chief ESG and Communications Officer, joined Purpose 360 to share how Aflac deftly manages reputation in a volatile world and bestowed a new social purpose on its beloved mascot.
As a cancer insurance pioneer, Aflac has a now 24-year, $131M commitment to childhood cancer. Two years ago (in partnership with Carol), the company evolved and deepened that commitment by creating My Special Aflac Duck, a social robot and comforting companion for children with cancer. That duck, designed through 18 months of child-centered research at a leading U.S. pediatric cancer center, is now in the arms of 4,000+ children in the U.S., is the recipient of nearly 20 awards, has 4 patents pending, and is soon set to debut in Japan.
Listen to hear Catherine’s insights on the My Special Aflac Duck journey, as well as:
Aflac’s shift from the “Four Ps” to the “Four Es” – environment, engagement, experience, and exchangeWhy doing good is no longer enough to connect with stakeholders and attract the best talentThe key to keeping long-term cause commitments relevant, engaging, and impactfulResources + links
Aflac CorporateCatherine Hernandez-Blades on LinkedInBetween a Cause and a Hard PlaceAflac Childhood Cancer CampaignMy Special Aflac Duck videoSproutel