In an effort to increase business and educate individuals about changes in legislation, a local insurance agency wanted an effective way to make connections with area consumers. Having developed the positioning “Peace of Mind that Keeps Up with the Pace of Life,” we created a series of friendly radio spots that include snippets of unscripted interviews with the agents themselves. The second of these informative spots, “Insurance Thinking Done for You,” resonates with consumers by stating that while insurance isn’t always at the forefront of their minds, it is for this customer-focused, local agency. And since the agency does all the legwork for consumers, insurance doesn’t have to be something to worry about. The radio spots help drive consumers to the agency’s website where they can listen to more of the interview, gather information about the policies offered, or reach out and contact one of the agents directly.