My Special Aflac Duck


To enhance and elevate Aflac’s long-term support of pediatric cancer, expanding their reach from the Aflac Cancer and Blood Disorders Center in Atlanta to countries across the nation. Aflac executives wanted to accelerate a movement to reach the nearly 16,000 U.S. children newly-diagnosed with cancer annually.


Research revealed that social and emotional support is a critical and often overlooked need for kids who face treatment that lasts, on average, 1,000 days. To address this challenge, CCOP teamed with Aflac and R&D workshop Sproutel to develop My Special Aflac Duck, a social robot and comforting companion that will be given to each of the 15,000 newly-diagnosed cancer patients in the U.S each year – at no cost to families or hospitals. My Special Aflac Duck marks a bold move to infuse a beloved corporate mascot with a true social purpose, positioning Aflac to carry the banner of the under-resourced pediatric cancer cause. And most important, providing comfort to children during critical cancer treatments.


6,000+ children across the U.S. have a My Special Aflac Duck; beginning distribution in Japan

3.2% increase in year-end sales (2018), correlating with a 3-point rise in Reputation Institute RepTrak score

14% awareness of My Special Aflac Duck in the U.S. without advertising

3-point increase in Aflac's Reputation Institute Pulse Scores


2.5 billion media impressions

93% of parents would recommend MSAD to other parents of children with cancer

69% of child cancer patients said MSAD reduced their stress

4 patents pending


"Aflac's toy robot for kids facing cancer is the smartest toy of all."

"...a wonderful demonstration that businesses can take the very face of a brand and reinvent it into something that has a larger purpose."

"...this very touchable, huggable reimagining of the Aflac duck was conceived to help connect the brand to consumers on a deeper, more emotional level in a wholly authentic way, a critical factor for success in today’s marketplace."

"Takes Aflac's heart to kids with cancer."

110 Wall Street

New York NY 10005


© 2020 by Carol Cone ON PURPOSE, LLC



Subscribe for cutting-edge insights on business and social purpose.

  • White LinkedIn Icon
  • White RSS Icon
  • White Twitter Icon
  • White Instagram Icon