Situation: The actuary profession was losing influence; actuaries were finding it increasingly difficult to communicate the value they provide to their employers and the industry at large. The number of actuaries was on the decline, and actuaries found that they no longer had a "seat at the table." To address this situation, the Society of Actuaries (SOA) created an Image Advisory Council to begin shifting the perception of actuaries within the profession and with corporate leadership.

Challenge: SOA needed to redefine and elevate the perception of actuaries first within its own profession in order to support recruitment efforts and generate awareness about the value that actuaries provide in both traditional and non-traditional industries.

Solution: Bonfire designed and implemented a communications campaign that demonstrated why a new image was important to the field. The campaign promoted the new image and key messages to the profession, integrating a new brand identity with video, trade magazine advertising, and events.

Results: The new brand and positioning helped significantly raise the perception of actuaries within the field. Since the campaign's launch, the profession has received increased media coverage and C-level attention, experiencing a boost in customer satisfaction survey results. Enrollment numbers for actuary programs continue to increase nationwide.