PHILADELPHIA, July 16, 2008 - Cigna, the health service company, launched its new national marketing campaign today with advertisements in the Wall Street Journal. Supported by Doremus, the global communications network, the campaign will be the largest in Cigna’s history, and recognizes that while the current health care system is not perfect, Cigna is committed to doing everything in its power to make it better.
Advertisements debuted today in spreads in the Wall Street Journal and will continue into September. Print ads also are appearing in consumer and trade publications nationwide, as well as online. Television commercials are slated to roll out in 15- and 60-second spots in selected markets around the country. Both the print and the television ads direct consumers to an online site, www.itstimetofeelbetter.com, which includes educational programs and tips on making the most of physician appointments, managing stress, child safety and many other topics. The multi-million-dollar campaign will span several years.
“In taking the initiative to declare that ‘It’s Time to Feel Better,’ Cigna acknowledges that many Americans feel frustrated with the current health care system. Employers are struggling to manage rising costs. Doctors are spending too much time on paperwork. Cigna is committed to working together with employers, doctors, brokers, government, and individuals to make change happen – to help the people we serve improve their health, well-being and security, as stated in Cigna’s mission,” said Michael Showalter, chief marketing officer.
The essence of Cigna’s brand platform is to make the path to health and wellness as easy and uncomplicated as possible. The heart of the new advertising message: While Cigna can’t change the whole health care system, Cigna is doing all it can to make the experience better for its customers.
Cigna embarked on this journey of change more than three years ago, defining what it would mean to be a health service leader. Next, the company operationalized its health service leadership position by looking at each way the company interacts with people and how Cigna could make those health care experiences better and, in the process, set a higher standard for the industry. Cigna communicated its message of change first to its employees, challenging everyone to ask a daily question: “How did I help someone today?” Now, Cigna is communicating externally through the advertising campaign and other marketing efforts.
“It’s an empowering campaign,” said Howard Sherman, President of Doremus. “And Cigna should be commended for leading the way by acknowledging that it’s time to make things better.”
Doremus Creative Credits:
|Creative Director - Michael Prieve|
|Art Director - Enrique Mosqueda|
|Copywriter - Maggie Powers|
|Broadcast Producer - Debbie Airey|
|Photographer - Jake Chessum|
|Director - Chris Milk|
To view the ads and see what else Cigna is doing to live its brand, go to www.itstimetofeelbetter.com
Cigna (NYSE:CI) provides employers with benefits, expertise and services that improve the health, well-being and security of their employees. With more than 47 million covered lives in the United States and around the world, Cigna's operating subsidiaries offer a full portfolio of medical, dental, behavioral health, pharmacy and vision care benefits and group life, accident and disability insurance. As of December 31, 2007, Cigna Corp. and its subsidiaries had shareholders' equity of $4.7 billion. Full-year 2007 revenues totaled $17.6 billion. Web site: http://www.cigna.com.
Doremus (http://www.doremus.com) is a specialist in a world of generalists. With offices in New York, San Francisco, London, Hong Kong and Singapore, it specializes in business communications, helping companies to grow. Doremus does this by leveraging a unique understanding of its clients' target audiences … taking the complex and making it compelling through intellect, insight, ideas and impact. BtoB magazine named Doremus the “top agency” in business communications for 2007.
Doremus is a part of the Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.