Pru Health is an exciting and revolutionary new product in the private health insurance market. It gives members substantial discounts when they actively work towards achieving better health, be it through exercise, giving up smoking, or various other activities. As Pru Health works in different ways for different people, the best way to show this is exploring these people's habits. The closer the user interacts with the 5 different characters, the more they get to know the service from a point of view that is close to their own. It’s highly distinctive and refreshing in both look and feel and tone of voice, and keeps away from commonplace private health communication on the web.