Cigna’s brand platform is GO YOU. More than just a tagline, it’s a working philosophy: we actively support and champion people to be their true selves.

Jake, or Lil JaXe, knows exactly what this means. You see, Jake Zeldin has a stutter that’s so severe it’s sometimes difficult for him to complete a word, let alone a sentence. He was taunted at school. Even teachers made fun of him.

Then a miracle happened – at a sleepaway camp, Jake discovered a side of him he never thought could exist. Jake could rap.

“When I rap, I’m like a different person,” he said. “My stutter is gone. It’s a way to express myself.”

He never listened to his childhood critics. And he never changed who he was. He is the living example of GO YOU.

The person who would embody Cigna's brand platform of GO YOU had to be special. We compiled a list of people who captured these criteria; they all “worked,” but none captured the emotional spirit that we were looking for.

Then we found a young man in Canada who ignored the naysayers—a rapper who suffered from a near-debilitating stutter. His name was Lil’ Jaxe, and he was perfect.