Woodmen of the World Launches National Ad Campaign

Omaha, Neb. —  Woodmen of the World Life Insurance Society and its recognizable advertising icon, “Buddy,” are teaming up with the largest US cable network on a series of television ads.  Woodmen of the World chose the Discovery Channel to air three existing television commercials and three newly-produced ones that feature Buddy, the yellow Labrador Retriever that made its debut last fall in the fraternal benefit organization’s “With You Through Life” campaign.

The campaign was created by Sheehy+Associates, one of Kentucky’s oldest and largest advertising agencies.  It focuses on Woodmen of the World’s financial strength, member benefits and community service.  No matter what family situation is depicted in each commercial, Buddy is close at hand, just like Woodmen of the World.

Advertising manager Randa Zalman said that response to Buddy ads in test markets was so positive that Woodmen of the World rolled out the campaign nationwide, choosing Discovery Channel because of its compatibility with Woodmen of the World’s commitment to caring for members like family.

“With Discovery Channel,” Zalman explained, “we don’t have to worry about profanity or violence.  The network is very much aligned with our belief in high-quality, family-friendly programming.  They are the #1 viewer-ranked cable network, in terms of quality.”  Zalman said that the spots, which feature major life events such as the birth of a baby, buying a home and reaching retirement, will reach an estimated 90 million subscribers.

In addition to the television spots, Buddy appears at corporate and community events, has ridden atop floats in local parades in Omaha, Neb., location of Woodmen of the World’s Home Office, and has his own Web site, www.woodmen.org/Buddy.

Woodmen of the World supplemented the advertising buy with national sports buys with the Atlantic Coast Basketball Conference from January through March, and the Southeastern Football Conference, September through November. The two conferences are in areas in which Woodmen of the World enjoys high membership.

Woodmen of the World, founded in 1890, is a fraternal benefit organization that offers insurance, annuities, mutual funds*, and 529 college savings plans*.  More than 785,000 members across the nation 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.