Allstate’s “It Takes a Thief” programme exposes vulnerable situations. In the “It Takes a Thief” television series, ex-burglars set up scenarios with families to break into their homes. Following each break-in, thief-hosts and embedded Allstate agents give the families advice on how they could have prevented the burglary. The series features real people in real-life situations; within it, we position Allstate as the insurer actively working to prevent vulnerability.

Consumers eagerly engage with Allstate’s protection programme. ”It Takes a Thief” is the highest rated Discovery Channel series within its day part. The online click-through rate for this programme is 4x the national average; chat rooms explode with show discussion (over 700 topics and 4,000 postings); also generated ~1.5 sweepstakes entries/minute.