Ask any doctor, an ounce of prevention is worth much more than a pound of care. According to the CDC, American’s only use preventive care services at about half the recommended rate, even though it is 100% covered under the affordable care act. Because people cannot take the time to get their check-ups, Cigna partnered with ABC to bring the preventive care check-up to the people. ABC offers the perfect blend of humor, with premier comedy talent, Jimmy Kimmel and information, through the highest rated morning show in the country, Good Morning America. Via a job swap program, Cigna activated 400k Americans to go for their preventive care check-ups and live healthier lives.

This 10 week long campaign, during priority insurance plan selection--Cigna’s most important timing of the year, encompassed a rich array of National and Local TV, Digital video, social and OOH elements in partnership with ABC. On Jimmy Kimmel Live!, Cigna was seamlessly woven into in-show segments featuring show talent trading jobs with people to give them time for preventive care check-ups. Hilarity ensued when regular people had to take over for Jimmy’s cast and crew. On Good Morning America, the most popular morning show in the country, Cigna was integrated into relatable, informative live segments featuring correspondents taking over for everyday Americans so they could go get their preventive check-ups. Locally, video content was developed in priority markets with locally recognizable talent with the same “job swap” scenario. These locally “promercials” were featured as vignettes on Local ABC affiliates as well as Digitally and across Taxicab television.

Within one month of the campaign launching, we saw a 42% increase in preventive wellness visits among Cigna customers; 396,999 doctor visits.

Brand health metrics saw significant increases during this time period:

National Heavy-Up Markets

• Familiarity: 39% to 52% (+33%) 39% to 57% (+46)

• Favorability: 43% to 50% (+16%) 43% to 50% (+26%)

• Consideration: 21% to 30% (+43%) 20% to 37% (85%)