Persuading US homeowners to purchase flood insurance


Client: Federal Emergency Management Agency: FEMA

How can we use official agency communications with homeowners in flood-prone areas to help boost purchases of flood insurance?


  • Developed a new template for FEMA’s direct mail communications with homeowners in risk-prone areas
  • Leveraged lessons from social psychology, behavioral economics, and the science of human decision making, including…
  • Social norms
  • The loss aversion principle
  • Framing
  • Providing clear, straightforward “next steps”

Initial pilot results indicate that recipients of the new letter are far more likely to purchase flood insurance than recipients of the old letter.