How a robotic duck calms young cancer patients and boosts Aflac’s brand

Ragan's PR Daily
Ragan's PR Daily

My Special Aflac Duck has received top honors from the technology, PR and marketing industries, including two Silver Cannes PR Lions and two SXSW Interactive Innovation Awards, among others.

To date, almost 5,000 robotic ducks have been donated to children at 210 participating hospitals in 47 states—all in under a year through grassroots PR (no advertising campaign). According to Reputation Institute, in this time, 15% of people in the U.S. have heard of My Special Aflac Duck, and, as a result, 100% of those 15% are more likely to apply to purchase Aflac.

Get Reputation Ready

Join the conversation.

Access our Reputation Intelligence newsletter to learn more about your company’s reputation and how to win in the marketplace.