Cigna: The pastor alliance

Cigna, an insurance company, increased engagement and supported Black Americans during the COVID-19 pandemic by launching a partnership with Black churches, The Pastor Alliance.

Campaign details

Brand: CignaAgency: MRM Country: United States

Why is this work relevant for Creative Strategy?

In 2020, COVID-19 was disproportionately killing Black Americans. Despite Cigna's free COVID care, Black customers simply did not trust the healthcare system. To deliver the message we needed to take a different approach. While there may be no trust in the system, there is no shortage of faith. Instead of traditional media, we turned to Black churches, a beacon of trust in communities, creating The Pastor Alliance, the first-ever partnership between a healthcare company and Black churches.

Background

In...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands