Cigna: S.A.F.E.

A campaign by Cigna, an insurance company, in the USA, increased the number of inquiry calls and customer’s trust by addressing health disparities between different ethnic groups during the pandemic.

Campaign details

Brand: CignaBrand owner: CignaEntrant company: Cigna, BloomfieldIdea creation: McCann New YorkMarket: North AmericaSector: Healthcare services, providersMedia channels: Direct marketing, Events & experiential, Outdoor, out-of-home, Programmatic display, Social mediaBudget: 500k - 1 million

Executive summary

When Covid-19 hit, African Americans and Hispanics were being disproportionately affected and dying at much higher rates than White Americans.

Cigna knew it had a moral imperative to address these health disparities and help protect minority customers many of whom had little to no engagement with the health care...

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