Insurance Information Institute (Triple-I)
INDUSTRY RECOGNITION
MarCom Awards: Gold Award winner in the respective Advertising Campaign and Display Ad Campaign categories; Honorable Mention in the Billboard category.
Ragan Zenith Awards: Finalist for Campaign of the Year.
The Insurance Information Institute (Triple-I) turned to The Herald Group (THG) for strategic insight, innovative thinking, and creative execution to deliver a high-impact campaign that achieved measurable results.
Together, THG and Triple-I launched a comprehensive public awareness and advocacy campaign that not only changed the conversation around the need for legal reform but helped pave the way for a landmark legislative victory in 2025 – making Georgia a tort reform leader.
This campaign exemplified THG’s ability to blend data-driven insights, targeted communications, and powerful storytelling to move public opinion and influence policymakers in one of the nation’s most challenging legislative environments.
For years, Georgia has long been named a "Judicial Hellhole®.” The notorious Judicial Hellholes® list, released annually by the American Tort Reform Foundation, designates locations across the United States where legal system abuse (such as excessive lawsuits) creates an environment that drives up consumer costs and creates difficult conditions for businesses.
Recognizing the high stakes, Georgia Governor Brian Kemp made tort reform a priority by focusing on policies that would lower insurance costs, but those reforms failed to pass in 2024.
Going into the high stakes of 2025, Triple-I partnered with THG to launch a multifaceted statewide awareness effort highlighting the economic impact of legal system abuse that led consumers to petition for lawmaker action.
THE PROBLEM
The statewide awareness and petition campaign set out to:
Educate consumers and policymakers about the economic and social costs of lawsuit abuse.
Mobilize advocates to take action and communicate directly with lawmakers.
Encourage lawmakers to advance reforms that protect Georgia’s consumers and ultimately strengthen its economy.
OBJECTIVES
Key tactical components included:
A media advisory to engage and inform state lawmakers, statewide news media and Triple-I stakeholders, framing the issue as one of fairness and economic competitiveness.
A high-performing Facebook digital campaign driving constituent letters to lawmakers asking them to vote YES for Gov. Kemp’s comprehensive tort reform package.
A consistent cadence of email marketing and newsletter content to keep a nationwide advocate database informed and engaged.
High-impact digital and traditional brick-and-mortar billboards strategically located around the Georgia State Capitol and Downtown Atlanta to saturate our target audience and amplify awareness of this pressing issue.
THG led Triple-I in the strategic development and deployment of a multi-channel campaign designed to inform, inspire, and activate.
TACTICS
Complementing THG’s efforts, Triple-I supplemented with their own materials, including:
An informational Issues Brief and a complimentary blog post to educate and engage Georgians and industry members nationwide.
A visually compelling infographic highlighting how lawsuit abuse drives up consumer and insurance costs.
Triple-I generated earned media to address Georgia’s tort reform impacts. This included an interview of Triple-I CEO Sean Kevelighan with WSB News Radio, one of Atlanta’s top-rated broadcast outlets, as well as coverage by The Atlanta Journal-Constitution and two articles in Atlanta News First.
An op-ed written by Triple-I’s CEO, published in three media outlets across Georgia, highlighting the impacts of tort reform, specifically the gradual stabilization of the Peach State’s insurance market.
A video featuring Triple-I's CEO discussing how legal system abuse impacts Georgia’s insurance market.
This campaign achieved measurable results, demonstrating the power of coordinated advocacy and strategic communications.
In April 2025, Georgia lawmakers passed a comprehensive legal reform package later signed into law by Gov. Kemp. This is a major win for consumers and the business community alike.
RESULTS
KEY METRICS
Ad campaigns generated a click-through-rate of nearly 15%, which vastly surpasses the average click-through-rate of 1% to 2%. This is comprised of the 986,000 impressions and over 20,000 clicks from Facebook advocate awareness and lawmaker petition campaigns.
202 new advocates were recruited, generating 443 letters to lawmakers urging passage of Gov. Kemp’s tort reform package.
Average ad frequency of 4.9 views per user helped build message familiarity and resonance. This campaign demonstrated how THG combines creativity, strategy, and executional precision to drive meaningful, measurable change.