Every level Liberty employee from all areas act as “padrinos” (godparents) encouraging those inactive agents who do not underwrite Liberty policies, to become active. A strategy had to be created to incentivize ‘godparents’ ‘throughout the year so they could, in turn, motivate their ‘godchildren.’

A real plant was delivered to each “Padrino” (Godparent) for them to take care of, a metaphor of the way they should take care of their godchildren, so they could become ‘fruitful’.

• Agent activation increased considerably during the campaign year
• “Godparents” felt motivated without any retribution, monetary or otherwise.