- Focusing on preventive care
- Continuing to establish Cigna as a
partner in wellness
- Helping to save 100,000 lives a
year*
- Issuing consumer call to action: Go.
Know. Take Control.
- Integrating with ABC network including
“Jimmy Kimmel Live!”
- Creating innovative job swap
concept
Cigna’s latest expression of its Together, All the Way.™ brand
kicked off this week in a new advertising campaign, “America Says
Ahhh,” across TV, digital and social platforms. Using consumer
insights showing that Americans want to be in control of their
health, yet are unaware of key preventive care benefits, Cigna is
championing preventive care – a misunderstood and often forgotten
part of wellness. The campaign ties to Cigna’s business goal of
keeping people well so they can lead healthy, productive lives and
reduce the risk of financial hardship from health care costs. In
addition, ads in national and key markets reinforce Cigna’s
wellness partnership with its customers.
According to the Centers for Disease Control and Prevention
(CDC), Americans use preventive services at only about half the
recommended rate. The campaign issues a call to action for all
consumers to get their annual physical – which is included in a
suite of preventive services covered by all health plans.
Additionally, the campaign encourages consumers to know four key
numbers: body mass index (BMI), cholesterol, blood pressure and
blood sugar, which are the main drivers of managing and reducing
health care costs, as illustrated by recent Cigna health studies.
These studies show that understanding simple personal information
about these four common health conditions can help individuals save
as much as $500 a year in out-of-pocket costs. They also show that
not knowing can result in more than $3,000 in unnecessary
out-of-pocket costs for an individual’s health care.
“Our goal is to encourage checkups to help save 100,000 lives a
year*, the number the CDC estimates would be saved if everyone
received the recommended preventive care,” explained Stephen
Cassell, Cigna’s global branding officer. “We’re starting right
here at Cigna. We are challenging all Cigna employees to complete
their free annual checkup. Our baseline survey reveals that only
half of our employees get their annual checkup. We have our work
cut out for us, but we know that getting to 100 percent
participation will result in fewer health risks and lower medical
costs.”
In mid-October, Cigna will head to Brooklyn, where the company
will be the featured partner promoting wellness, prevention and the
annual checkup with Jimmy Kimmel and the extended Disney/ABC/ESPN
family.
“We’re using an innovative and creative platform to help people
across America take advantage of preventive care, starting with a
basic annual checkup. Lecturing, scolding and scaring people into
taking action doesn’t work,” Cassell said. “Cigna is taking a
light-hearted approach to show how simple, easy and quick a basic
checkup can be. We want to demonstrate that it is not only
necessary, but also maybe a little bit fun.”
The campaign also includes a Cigna employee kickoff,
direct-to-consumer marketing, business-to-business marketing,
cause-marketing and media relations initiatives.
The campaign revolves around a unifying message: Go get your
checkup and take control of your health, especially since an annual
physical is “free” for Cigna customers (and covered under all
health plans). It is an integrated campaign that supports everyday
consumers in their journey to wellness before, during and after
their preventive care visit with their providers. Cigna also uses
the playful concept of job swaps throughout the campaign,
suggesting that employees take the opportunity to get their annual
checkup while their managers and colleagues “cover” for them.
The multi-channel campaign runs through December and
includes:
- Fully integrated partnership and travel
sponsorship of “Jimmy Kimmel Live!” during the week of Oct. 19 in
Brooklyn, including a job swap segment with on-air, on-site and
digital/social activation;
- In addition to the ads, Cigna is
working with the ABC network on integrations with “Jimmy Kimmel
Live!” when Kimmel broadcasts during the week of Oct. 19 from
Brooklyn, N.Y., and on “Good Morning America”;
- Job swap activations across six markets
– New York, Atlanta, Washington, D.C., Dallas, Houston and Miami –
with ABC Owned and Affiliate TV stations airing 60-second
“promercial” videos featuring local talent who “cover” off on job
responsibilities for select individuals in their community while
those individuals go get their annual checkup;
- Special focus on Hispanic markets
through custom vignettes in Dallas, Houston and Miami, continuing
Cigna’s efforts to educate the Hispanic community on the importance
of preventive care and knowing their biometric numbers. This was
supported earlier this year in Houston and Denver with free blood
pressure screenings and distribution of preventive care collateral
materials in Houston and Denver; and
- CMT Taxi activation in New York, Miami,
Houston and Washington, D.C., with local job swap videos.
Additionally, the new campaign will be featured nationally and
in select key markets with TV, out-of-home and digital advertising,
including:
- Network TV on early morning and daytime
on shows like “Good Morning America” and “The Chew”;
- Cable TV networks like TBS, Food
Network and ESPN;
- Digital properties like Rodale,
Facebook and YouTube;
- Early morning, daytime, news, prime
access and primetime; and
- Locally targeted digital properties
like Yelp, Weather.com and Healthgrades.
Other elements of the campaign include a new prevention
microsite at Cigna.com/TakeControl. Ads will be launched in South
Korea and New Zealand as well as in Africa and Europe as part of
the Together, All the Way.™ platform.
Cigna’s campaign was developed by McCann New York, Cigna’s
creative agency, and OMD Worldwide, Cigna’s media buying
agency.
* Preventive care includes health services like screenings,
checkups, and patient counseling that are used to prevent
illnesses, disease, and other health problems, or to detect illness
at an early stage when treatment is likely to work
best. Getting recommended preventive services and making
healthy lifestyle choices are key steps to good health and
well-being. In fact, if everyone in the US received
recommended Clinical Preventive Care, we could save over 100,000
lives each
year. (Source: http://www.cdc.gov/prevention/)
About Cigna
Cigna Corporation (NYSE:CI) is a global health service company
dedicated to helping people improve their health, well-being and
sense of security. All products and services are provided
exclusively by or through operating subsidiaries of Cigna
Corporation, including Connecticut General Life Insurance Company,
Cigna Health and Life Insurance Company, Life Insurance Company of
North America and Cigna Life Insurance Company of New York. Such
products and services include an integrated suite of health
services, such as medical, dental, behavioral health, pharmacy,
vision, supplemental benefits, and other related products including
group life, accident and disability insurance. Cigna maintains
sales capability in 30 countries and jurisdictions, and has more
than 89 million customer relationships throughout the world. To
learn more about Cigna®, including links to follow us on Facebook
or Twitter, visit www.cigna.com.
About McCann New York
McCann New York is a unit of both McCann Worldgroup, a
leading global marketing service company and McCann Erickson, the
world’s largest advertising agency network. McCann Worldgroup
also includes MRM//McCann (digital marketing/relationship
management), Momentum Worldwide (total brand experience),
McCann Health (professional/dtc communications), CRAFT (global
adaptation and production), UM (media management), Weber Shandwick
(public relations), FutureBrand
(consulting/design), ChaseDesign (shopper marketing) and
PMK-BNC (entertainment/brand/popular culture).
About OMD
OMD Worldwide (www.omd.com) is the leading global media
communications agency, with more than 10,000 employees across 100
countries serving the world’s high-profile brands. OMD
provides a range of services globally including communications
strategy, media planning and buying, digital execution,
content creation, entertainment marketing, sponsorship and brand
analytics. Recognized for its global footprint, strategic
integration and creative innovation, OMD has been named Most
Creative Media Agency by The Gunn Report for an unprecedented nine
consecutive times; Adweek Global Media Agency of the Year for 2008,
2009, 2011, 2013 and 2014; IPA 2014 Effectiveness network of the
Year. OMD is currently ranked the world’s most Effective Media
Agency Network in the Global Effie Effectiveness Index.
About ABC’s “Jimmy Kimmel Live!”
ABC’s “Jimmy Kimmel Live!” is traveling to Brooklyn, New York,
for a week of late night shows starting Monday, Oct. 19. This will
be the second time the late night host brings the show back to his
hometown. The lineup of guests includes Jay Z, Bill Murray, Michael
J. Fox, Bradley Cooper, American Ballet Theater Principal Ballerina
Misty Copeland, Howard Stern, and more. “Jimmy Kimmel Live!” will
broadcast from Brooklyn Academy of Music’s Howard Gilman Opera
House for five original shows from Oct. 19 through Oct. 23. “Jimmy
Kimmel Live!” airs weeknights at 11:35 p.m., ET/PT on ABC.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20151002005118/en/
CignaGloria Barone, 215-761-4758Gloria.barone@cigna.comorJoseph
Mondy, 860-226-5499joseph.mondy@cigna.com
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