Aflac 2006 Annual Report Download - page 23

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awareness. Approximately nine out of ten
people in the United States recognize the
Aflac brand. In late 2004, the mission of the
Aflac Duck evolved from merely creating
brand awareness to increasing brand
definition so consumers would better
understand how our products can directly
help them. We believe that message is
getting through. Our market research
suggests that consumers are finding our
coverage more relevant, which we believe
benefits our sales.
Our television commercials were played
more than 11,100 times throughout 2006,
and we ran more than 3,600 Aflac Trivia
features during various sports and news
programming. As a result, we generated 4.5
billion total media impressions with our
target audience. After much research, we
began testing a program in May 2006 called
Aflac SB, or Aflac for Small Businesses. Based
on the initial success of Aflac SB, we intend
to expand the program in mid-2007.
Aflac Cancer Center Patients:
the Bravest Heroes of All
Giving back to the community is an
everyday part of what we do at Aflac. We’ve
passionately supported the fight against
childhood cancer for more than 11 years.
During that time, the extended Aflac family
has given more than $34 million to the Aflac
Cancer Center and Blood Disorders Service
of Children’s Healthcare of Atlanta.
Recognized by Child magazine as one of the
top five childhood cancer centers in the
country, the Aflac Cancer Center is a
national leader among childhood cancer,
hematology, and blood and bone marrow
transplant programs.
The sale of plush Aflac Ducks provides
ongoing financial resources in the fight
against childhood cancer. Since 2000, we
have donated proceeds from the sale of
more than 74,000 plush ducks to the Aflac
Cancer Center. We also partnered with
Macy’s Department Stores for the sixth
consecutive holiday season to sell special
limited-edition Aflac Holiday Ducks. Since
the Aflac Holiday Duck program began in
2001, the sale of these special limited-
edition plush Aflac Ducks has raised more
than $1 million for 32 hospitals around the
country that treat children with cancer. And
since 2003, the proceeds from the Aflac All-
American Baseball Classic, a showcase of the
nation’s best high school athletes, have been
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