Second Annual PIMA Cares Charitable Initiative Benefits Local Children in Foster Care


Chicago, IL (June 27, 2024): For our second annual PIMA Cares initiative—held the same week as National Insurance Awareness Day (June 28)—we partnered with Wednesday’s Child, a dedicated non-profit organization that supports the child welfare system in Kentucky.

The inspiration for this year’s initiative stemmed from a desire to contribute directly to the host city for PIMA’s 2024 Summer Insights Conference: Louisville, Ky.

The inspiration for working with Wednesday’s Child grew out of the personal experience of our 2024 PIMA Cares Taskforce Chair, Alisha Pequeno, who entered the foster care system in Pennsylvania at 3 years old. Pequeno, who now serves as the National Distribution Manager of A&H Sales & Business Development for Zurich North America Life, Accident & Health, shared a bit of her story in a letter of appeal to the PIMA community. 

“It wasn’t until college that I owned a suitcase or duffle bag. I believe that’s a stark reminder of the transient and oftentimes impersonal nature of the foster care system,” she shared. “By supporting this cause, not only will you help lighten a child's burden, but you'll also provide them with some personal belongings they can call their own.”

PIMA’s mission for the 2024 PIMA Cares initiative was to provide children in the foster care system with a bit of stability and care. Together, our volunteers packed 120 duffle bags filled with essential supplies and personal items for some of the 7,000+ children currently in the foster system in the Louisville area.

We are immensely grateful for all the volunteers who helped make this possible, as well as our PIMA Cares supporters Health Admins (formerly Crown Administrators), New York Life Insurance Company, Securian Financial, and Zurich North America.

"PIMA cares has become one of our favorite partners as we look to make an impact in local communities. This year's choice, Wednesday's Child, is a perfect example of how PIMA Cares focuses on the local community needs, and where our time and effort can truly impact individuals in need while raising awareness of this underserved community." — Jonathan Green, CEO, Health Admins.

“New York Life is honored to support Wednesday’s Child and its tireless mission of helping connect children with caring foster and adoptive parents in Kentucky. Giving back to the communities where we work and live is an integral part of our values of humanity and community engagement. We look forward to helping contribute to the support of children looking for their forever family.” — Scott Berlin, Senior Vice President, New York Life Insurance Company

“Securian Financial is deeply committed to supporting our communities and helping everyone build secure tomorrows. Through the PIMA Cares initiative and partnership with Wednesday’s Child, we are proud to help make a difference for foster children in Kentucky and support the work Wednesday’s Child does to help all children find their forever family.”  — Elizabeth Johnson, Second Vice President, Securian Financial

“At Zurich North America, we’re dedicated to supporting charitable initiatives that make a meaningful difference in our communities. We’re proud to collaborate with PIMA Cares and to support Wednesday’s Child’s impactful work to create a brighter future for youth in Kentucky’s child welfare system.” — Ron Lefkoski, Head of Sales & Business Development for Life, Accident & Health, Zurich North America

About PIMA

PIMA is a member-driven trade association focused exclusively on the affinity market. More than 100 companies—including the largest brokerage firms and largest insurance carriers in the world – belong to PIMA. Whether they are involved in the business of creating, distributing, marketing, or administering products for individuals or businesses, our members collaborate to help people achieve financial security and peace of mind. For more information, visit