Insurance is a grudge purchase; but we found a way to enable our insurance client Hollard to attract positive sentiment.


Qualifying life policy holders were invited to select a cause close to their hearts and volunteer their time to help make a difference in someone's life. They could earn up to 20% of their premium payments back through this volunteer time. The initative was called ChangeMaker and involved close collaboration between ourselves, Hollard’s actuaries, and an NGO partner called 'forgood'. Causes ranged from helping the elderly, cleaning up parks, rebuilding schools and planting trees, to building homes, helping sea rescue, and feeding the homeless - all while earning back a portion of their premium. Hollard Changemakers were connected with hundreds of causes - they could select one that best suited their talents and availability, and where geographic location for physical volunteer work would be the most practical.

For some policyholders online volunteering proved a good solution. Changemakers were invited to register online, go through a verification process, and then browse the forgood site until they found a match that resonated. A live dashboard updated in real time, signalling the availability of volunteer spots. Once a match had been selected, all a policyholder had to do was pledge their time, deliver on their pledge, and log their activity. Hollard paid rewards directly into the bank account from which a policyholders premium was debited. A win-win for everyone involved.

We asked ourselves how we could create change at a big enough scale to make a real difference. We wanted to create a way for South Africans to take an active role in improving the future, not only for themselves but for the most vulnerable in our society.

Heidi Brauer

Chief Marketing Officer (at the time)

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