Nationwide has funded research, primarily in partnership with Nationwide Children's Hospital in Columbus, Ohio, where the company is headquartered. According to Case, only about one-third of parents in one recent study thought they had to make their homes safer for their children. The research results led Nationwide to launch the “Make Safe Happen” campaign earlier in 2015. Nationwide chose to “stage an intervention” to get people's attention during the Super Bowl, one of the most watched sporting events in the world.

Contrary to popular opinion, Case explained that they tested the ad both qualitatively and quantitatively, and their focus groups included caregivers and families who had lost children in accidents. The response was positive, and the focus groups approved of the ad and its message. The company was thoughtful about the tone of the commercial, he added, and considered how far to go without going too far. This was an issue they explored in audience testing before finalizing the ad.

“We felt strongly about this, and decided to move forward,” said Case.

Case also said that the company expected the reaction of shock and surprise, going so far as to have a command center during the Super Bowl game that included representatives from the public relations, corporate communications, social media, and legal departments as well as senior executives.

Case added, “It's not about selling insurance. It's about doing our part to get the word out in the community.”

After people watched the ad a second time today, visited the Make Safe Happen website, and downloaded the app (available for iPhone and Android devices), he noted that their reactions began to change. Now, viewers are thanking Nationwide for starting the conversation and raising awareness.

And, yes, given the choice, Nationwide would run the commercial again.