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...