State Farm is the largest insurance company in the United States, a brand built on a legacy of being there in times of need. Doing good and giving back have always been a cornerstone of the State Farm brand. For 90 years, State Farm and their 18,000 agents have supported local communities, giving more than $60 million per year to strengthen them. It’s in the DNA of the company.

But merely being socially responsible wasn’t enough so State Farm set its sights on creating more meaningful change. With the discovery that 70% of Americans want to volunteer but only 25% do, it was clear what that change could be.

In an effort close the gap between inherent empathy and action, State Farm took on the challenge to be the catalyst for involvement: to inspire Americans across the country to act.

By creating a campaign that captured the causes that weigh heavy on all of our minds and driving people to a portal that could connect them with causes that could ease the weight, State Farm was able to inspire action and create real impact.

Less than 9 months and 555 million impressions later, State Farm had driven 2.42 million visits to the Neighborhood of Good website – 6 times more traffic than the US government’s own long-standing volunteering website. 2 out of every 3 people that that visited the site conducted a search that connected them to over 200,000 organizations. And for every 3 searches, at least 1 hour of volunteer time was committed–over 488,000 volunteer hours in total. Consumers and thought-leaders were moved to action. And most of all, community organizations and the people they help felt a direct impact from the volunteers.

And while the intent was not commercial gain, State Farm saw a 5% lift in perception as they inspired consumers via the initiative.

At a time where the United States was going through an unprecedented period of division and with volunteer participation at an all-time low, this message of turning caring into doing inspired a nation to act.