Woodmen of the World Chooses Yellow Lab as Marketing Symbol

Omaha, Neb. – Woodmen of the World has chosen a breed well recognized for its good-natured, trustworthy temperament and its family-oriented disposition to appear in a series of television and print ads.

“Buddy,” a Yellow Labrador Retriever, made his debut this fall in the fraternal organization’s “With You Through Life” campaign. The campaign, created by Sheehy+Associates, one of Kentucky’s largest and oldest advertising agencies, is running in several markets nationwide. It focuses on Woodmen of the World’s financial strength, member benefits and community service.

"Yellow labs are well-known for being friendly, loyal companions," said Steve Haack, Woodmen of the World's Vice President of Marketing. "Labs will remain beside you. In the same way, Woodmen of the World has made a commitment to help provide our members with insurance protection, financial security and opportunities for community involvement. We will be with you through life."

In the short time since Buddy first appeared in the campaign, he has met with a high degree of popularity. In addition to his visibility through television spots, Buddy has appeared at several corporate and community functions, has ridden atop a float in a parade in Omaha, Neb., location of Woodmen of the World’s Home Office, has been immortalized by Midwestern woodcarver Gerald Christiansen and has assumed his post as a downloadable screensaver through the corporate web site, available here.

Buddy makes appearances, both as a four-legged friend, and as a two-legged mascot, depending on the audience. Woodmen of the World was founded in 1890 as a fraternal benefit organization. Today, Woodmen of the World offers insurance, annuities, mutual funds*, and 529 college savings plans*. Nearly 800,000 Woodmen of the World members across the country share a commitment to family, community and country.

Life and health insurance and annuity products are issued by Woodmen of the World Life Insurance Society and/or Omaha Woodmen Life Insurance Society, a Nebraska corporation that is licensed as Woodmen of the World Life Insurance Society (Woodmen of the World) in all states and the District of Columbia, except CA,CO,ID, MT, NV, OR, UT, WA and WY. In those states, Woodmen of the World is licensed as Omaha Woodmen Life Insurance Society (Woodmen). Not all products are available in all states. Not all representatives are licensed to sell all products.

*Securities are offered and processed through Woodmen Financial Services, Inc., 1700 Farnam Street, Omaha, NE 68102, 877-664-3332, member NASD/SIPC, a wholly owned subsidiary of Woodmen of the World Life Insurance Society and/or Omaha Woodmen Life Insurance Society. Mutual funds and 529 college savings plans are issued by companies that are not affiliated with Woodmen of the World life Insurance Society and/or Omaha Woodmen Life Insurance Society.