Aetna Inc.: The 11 Initiative

This case study describes how Aetna, the US-based healthcare company, gained substantial social and earned media exposure with an experiential stop-smoking campaign.

Aetna Inc.: The 11 Initiative

A study found every cigarette smoked decreases expected lifespan by 11 minutes. This is a depressing stat and we wanted to turn that around. So we reasoned that every cigarette you don't smoke could actually add 11 minutes...

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