Obtaining insights around current consumer safety issues like childcare services, gun violence, weather events, home intrusions and more would build trust with target audiences, including nonprofits, schools, camps and houses of worship.

To fuel this brand-building vehicle, Padilla’s Spotlight Survey measured the awareness, concern, attitudes and behaviors among consumers surrounding safety issues for which Church Mutual offers insurance protection. Based on the data, we identified the most relevant and important topics for content development.​

This focused, research-driven strategy generated news coverage linking Church Mutual's services and insurance protection to relevant consumer safety issues, resulting in significant media placements and impressions.