Triple-I’s Georgia Legal System Abuse Campaign Recognized with Hermes Creative Awards Honorable Mention

Business Wire

MALVERN, Pa.--(BUSINESS WIRE)--
A comprehensive legal system abuse campaign, conducted by the Insurance Information Institute (Triple-I) in Georgia in 2025, has been recognized with an Honorable Mention designation from the Hermes Creative Awards in two categories: Advertising Campaign and Outdoor/ Out-of-Home Advertising Campaign.

Campaign Background

Triple-I recognized the legal system abuse challenges plaguing Georgia and launched a comprehensive campaign in 2025 to raise awareness of the practices driving up insurance premiums and overall costs of consumer goods. The campaign was designed to educate the public and encourage lawmakers to take action to protect Georgians from the impacts of lawsuit abuse.

These awards specifically recognize the creative components of Triple-I's campaign, which worked to build message familiarity and reach key audiences across the state.

Key components included:

A visually compelling infographic highlighting how lawsuit abuse drives consumer and insurance costs.
A Facebook ad petition campaign driving constituent letters to lawmakers, asking them to vote “Yes” for Georgia Gov. Brian Kemp’s comprehensive tort reform package.
Digital and brick-and-mortar billboards strategically located around the Georgia State Capitol and Downtown Atlanta to saturate our key audiences.

“Our Georgia awareness campaign played an important role in the General Assembly’s passage of significant tort legislation reform in 2025,” said Triple-I CEO Sean Kevelighan. “We were able to inform stakeholders about the impacts of legal system abuse in the Peach State and why reform was necessary to help lower the costs of home, auto and business insurance.”

Campaign Results

Triple-I’s campaign led the charge in driving legislative success: a comprehensive legal reform package passed out of both chambers of the Georgia General Assembly and signed into law by Gov. Kemp.

Facebook ad campaigns generated a nearly 15% click-through-rate (far exceeding the 1%-2% average), receiving over 20,000 clicks and over 986,000 impressions. With an average frequency of 4.9 views per user, the campaign succeeded in building message familiarity and resonance.
Digital letter-writing campaigns that recruited 202 new advocates who sent 443 letters to lawmakers urging passage of Kemp’s tort reform package.

These efforts reinforced Triple-I’s strategic influence and helped secure a landmark legislative victory in the state.

About the Hermes Creative Awards

The Hermes Creative Awards is one of the oldest and most prestigious competitions recognizing outstanding work in the creative industry. Administered by the Association of Marketing and Communication Professionals (AMCP), the awards honor the messengers and creators of the information revolution – professionals who bring ideas to life across traditional and digital platforms.

Now in its fourth decade, the competition evaluates the industry's best publications, branding collateral, websites, videos, and advertising, marketing, and communication programs. Entries are scored by senior-level judges – experienced freelancers and agency owners – using a consensus-based system. Work is judged on its own merits and creativity, not compared against other entries. Platinum recognition is awarded to entries scoring 90–100 points, Gold for scores of 80–89, and Honorable Mention for scores of 70–79.

About the Insurance Information Institute

Since 1960, the Insurance Information Institute (Triple-I) has been the trusted voice of risk and insurance, delivering unique, data-driven insights to educate, elevate and connect consumers, industry professionals, policymakers and the media. An affiliate of The Institutes, Triple-I represents a diverse membership accounting for nearly 50% of all U.S. property/casualty premiums written. Our members include mutual and stock companies, personal and commercial lines, primary insurers and reinsurers – serving regional, national and global markets.

About The Institutes

The Institutes® are a not-for-profit comprised of diverse affiliates that educate, elevate, and connect people in the essential disciplines of risk management and insurance. Through products and services offered by The Institutes’ 20 affiliated business units and backed by more than 115 years of experience as a trusted knowledge partner, we empower people and organizations to help those in need with a focus on understanding, predicting, and preventing losses to create a more resilient world. Learn more at Global.TheInstitutes.org.