A multistate legal system abuse campaign conducted by the Insurance Information Institute (Triple-I) across five markets in 2025/2026 has earned a Gold Award from the MarCom Awards in the Integrated Marketing category.

Legal system abuse is driving up costs for consumers and slowing economic growth across the United States, but the issue can seem abstract to many people. To make it concrete, Triple-I created a multifaceted, research-driven campaign designed to identify the messages which resonate with consumers, use them to build public awareness, and turn this awareness into direct outreach to state lawmakers.

The campaign ran in targeted markets in California, Illinois, Missouri, Oklahoma and Wisconsin.

“We have already seen how meaningful tort reform in states like Florida, Georgia and Louisiana can stabilize insurance markets and provide direct financial relief to consumers and business owners. Triple-I remains committed to educating lawmakers and the public about the high cost of legal system abuse, addressing the critical issue of affordability for families, and driving legislative progress that restores fairness to the U.S. legal system,” said Sean Kevelighan, CEO, Triple-I.

Triple-I’s campaign included:

  • Message testing ads in every market: Triple-I tested ad copy variations on Facebook to assess how different messaging messages performed across various geographic markets. The message variants highlighted how legal system abuse drives up costs, how a hidden “tort tax” illustrates the dollar impact of lawsuit abuse on consumers and how billboard attorneys contribute to lawsuit abuse.

  • A paid social awareness campaign in Wisconsin: The top-performing messages from testing were used in a Facebook awareness campaign targeting Madison, Milwaukee and Green Bay.

  • Digital out-of-home placements: Digital billboards on urban panels and bus shelters were used in Jefferson City, Mo.; Madison, Wisc.; and Oklahoma City, Okla., increased visibility of the issue in high-traffic areas.

  • Grassroots letter-writing campaigns: In Missouri, Oklahoma, Cook County, Ill. (Chicago area), and Los Angeles, Calif., Facebook and text and display ads were implemented to recruit advocates to contact their state lawmakers about legal system abuse.

Triple-I’s award-winning campaign demonstrated how an integrated approach built awareness and inspired action. Across all tactics, the campaign generated more than 2.6 million impressions and 27,084 clicks between October 2025 and August 2026:

  • The Wisconsin awareness campaign generated 670,610 impressions and 6,896 link clicks, achieving a 1.03% click-through rate.

  • Digital out-of-home placements in three markets generated an estimated 281,000 combined impressions.

  • The four letter-writing campaigns recruited 211 advocates, who sent 427 letters to state lawmakers.

About the MarCom Awards

The MarCom Awards are one of the most respected honors in the communications industry and are sought after by corporate communications teams, marketing departments, public relations firms, and creative professionals worldwide. According to the organization, “MarCom is one of the oldest, largest, and most respected creative competitions in the world. Winning a MarCom Award represents coveted peer recognition from the creative industry.” Winners range from major international agencies and Fortune 500 companies to individual creative professionals.

About the Insurance Information Institute (Triple-I)

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.

Triple-I is a registered trademark of the Insurance Information Institute. All rights reserved.

About The Institutes

The Institutes® are a not-for-profit dedicated to helping people and organizations succeed in the essential disciplines of risk management and insurance. Through numerous affiliated business units and brands, we educate, elevate, and connect students, professionals, and organizations by equipping them with the knowledge, skills, and collaboration they need to tackle the most complex risk management and insurance challenges. Backed by more than 115 years as a trusted knowledge partner, we empower people and organizations to create a more resilient world.

The Institutes is a registered trademark of The Institutes. All rights reserved.

Media gallery

About The Author
Business Wire