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CIGNA Launches National "It's Time to Feel Better" Advertising Campaign to Support Health Service Mission
Date:7/17/2008

l 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

Source: PRWeb
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CIGNA Launches National "It's Time to Feel Better" Advertising Campaign to Support Health Service Mission
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