The objective was to go beyond the usual approach of supporting the LGBTQIA+ during events like PRIDE month by launching a product that highlights providing LGBTQIA+ and members in live-in relationships an equal opportunity to secure their health insurance needs. Redefined Family campaign was the result.
The Concept BIU team was fully sensitized to the objectives and used a proprietary analysis framework to give timely strategic inputs to the FGII team at all campaign stages.
- FGII is serious about INCLUSION – Not just as an employer, but as an insurer too
- Build up the tempo toward the launch...