How a Duck Helped Brand a Corporate Social Responsibility Program

Hosted by Aflac

Dec. 7, 2017 5:30–7:30 p.m. EST
New York
New York, N.Y.
Full Price: $145
Members: $95

Category: Branding

Corporate social responsibility (CSR) isn’t just a nice thing to do — it's a business imperative. Setting and implementing initiatives is a good start, but developing sustainable branded CSR initiatives that demonstrate a measurable return on investment that aligns with business objectives is the goal. Jon Sullivan, director of corporate communications at Aflac, and the American Business Awards’ 2017 PR Executive of the Year, will share the company's CSR journey. You will hear how the company’s beloved mascot became a leading fundraiser in the fight against childhood cancer and the story behind Aflac’s DuckPrints program, as well as finding out how Aflac evaluates and measures its return on CSR.

Following the presentation, you will have an opportunity to network with attendees, get your picture taken with the Aflac Duck and take home a plush version of this famous spokesduck.

By the end of this session, participants will be able to:

  • Understand the correlation between citizenship and reputation.
  • Identify ideas for measuring the effectiveness of CSR programs.
  • Define steps on how to create a branded CSR effort.
  • Review the latest results of Aflac’s CSR survey which highlights trends within the discipline.


Jon A. Sullivan, director, corporate communications, Aflac Incorporated

Photo of Jon A. Sullivan

Sullivan is an external communications manager at Aflac Incorporated. He is the 2013 recipient of the American Business Awards' Corporate Communications Department of the Year award, and a two-time finalist for PR Week’s “In-House Agency of the Year” award (2012 and 2013).