Howald & Kalam

In a world with a rapidly aging population, most insurance and financial
companies spread messages of fear and doom, focusing on the potential for
calamity and disaster in the future, encouraging preparedness only to avoid the
tragedies that await just around the corner. 

Genworth Financial is doing something decidedly different. This campaign, in
print, online, and broadcast, turns the tables. Inspired by statistics about the
growing number of centenarians in the U.S., the campaign uses real centenarians
to promote the idea that the future may in fact be a long and happy one and you
should be financially prepared to enjoy it for as long as you live. 

Women, rarely seen over the age of 50, let alone at the age of 100 or more, are
the focus of much of the advertising. Helen Green, an author who mastered the
internet in her mid 90' s; Van Shuler, a world traveler and ballroom dancer;
Roberta Smith, the granddaughter of a slave; and Alice Kladnik, a former tennis
champion who is still happily married to her husband George after 68 years, are
shining examples of what strong, capable women can achieve over a lifetime that
lasts 100 years or more. 

The campaign has had tremendous success in achieving awareness among the target
audience while also garnering the attention of the Wall Street Journal, Adweek,
the Santa Barbara News Press, and AARP for its optimistic and positive portrayal
of aging. 

http://onehundred.genworth.com/

Other supporting materials for this entry were submitted offline.

Rachel Howald, founder & principal of Howald & Kalam NY, began her career on
Pepsi at BBDO New York. She left the agency for DDB Needham NY, where she worked
on Bermuda Tourism, Amtrak, Hershey, Frito Lay, and the New York Lottery. She
then moved to Young & Rubicam NY, where she rose from copywriter to ECD/SVP in
less than a decade. Global clients included Computer Associates, Dr Pepper,
Weight Watchers, the Wildlife Conservation Society, and United Airlines. At age
25, she was the youngest person named to Crane's Top 40 Under 40. She has not
only won most major advertising awards, including an Emmy nomination, but she
has judged the One Show and the New York Festivals. In October, 2006, she left Y
&R and founded Howald & Kalam, NY. Current clients include Genworth Financial,
Intel, Nokia, Kamik footwear, and promotions.com. She serves as an advisor to
the boards of both Gilda's Club Worldwide and Safe Horizon. She and her partner
Jennifer are the proud moms of two sons, Callum, age 6, and William, 10 months.