“Seguros al Volante” (Safe at the Wheel) is a community-based educational initiative developed by HBE for AssuranceAmerica to improve road safety and insurance literacy among Hispanic immigrants in the United States. Launched as a pilot in metro Atlanta, the program addressed cultural, language, and knowledge gaps by offering bilingual seminars on U.S. driving laws and auto insurance basics. Through strategic partnerships with trusted community organizations and local agents, the initiative fostered stronger relationships within the Hispanic community, enhanced brand visibility for AssuranceAmerica, and laid the groundwork for national expansion.

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Many Hispanic immigrants struggle with understanding English road signs, U.S. driving laws, and the auto insurance system. AssuranceAmerica needed a cost-effective solution to reach and engage the Hispanic market without overspending. Building credibility and ensuring attendance among Hispanic communities. Coordinating multiple events, partnerships, and speakers required significant logistical and operational effort.

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A test run in the Atlanta metro area allowed for controlled spending while proving the concept’s success. Events were hosted alongside established community and government organization gatherings to ensure attendance and avoid venue costs. Sessions were tailored for Hispanic immigrants, led by independent local agents, and delivered in both English and Spanish to build familiarity and trust. The name “Seguros al Volante” smartly combined the themes of safety and insurance, reinforcing AssuranceAmerica’s mission.

 

Endorsements from Georgia Insurance Commissioner John King and coverage from Hispanic media (like Univision) added credibility and visibility.