LEAVINGSTONE

On August 8, 2018, when customers were lling out their applications for travel insurance, an additional section was added with a box to tick alongside the text: “I agree that 20% of my country is occupied by Russia and I am ready to inform the world about this.” Everyone who ticked the box was given a passport cover, prepared by the Georgian start-up Giovanni Morra, depicting an anticorruption theme with this message in the English language. The message was then disseminated every time a person crossed an international border.

The campaign spread rapidly through social networks and by the local media. Because of the high demand, the campaign was extended until the end of August. As a result of this project, the message about Georgia's occupation was widely broadcast. The sales of travel insurance for GPI doubled and the number of visitors to the company's website tripled on August 8. During the following days, sales also increased by 60% and the number of visitors of the website increased by 30%.