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...