The multi-platform ad campaign, appearing on television, online, and on social media, features Jonas, Danson, and Latifah encouraging Americans to take control of their physical and emotional health.
The campaign’s aim is to help save lives by calling on people to schedule their annual check-ups and be open with their doctor about everything they’re feeling. From Jonas singing to puppies to Latifah in the kitchen with a fire extinguisher and Danson meditating, the stars prove that you can be in your happy place while still putting your health first — and that how you’re doing physically can affect you emotionally, and vice versa.
Filmed in Los Angeles, the campaign takes a public service message approach and features the three influencers taking unique steps to find balance in their hectic personal and professional lives. Using light humor, they each address the impact that widespread and relatable feelings, such as stress and loneliness, can have on overall health and well-being.
“It was important for me to partner with Cigna because they are looking at not just the body, but whole person wellness,” Latifah said in a press release. “I’m so grateful for my fans and I want every one of them to be the best versions of themselves they can possibly be. That means being proactive about your health by scheduling an annual well-exam and then making that time with your doctors meaningful by being open and honest about how you’re feeling. It’s a serious topic, so we’re using light humor to get our message across and I can’t wait for everyone to see what we have to share and hopefully, take those important actions.”
Added Stephen Cassell, vice president, global branding at Cigna: “Our goal is to help all people — no matter whether they are Cigna customers or not — to be and feel their healthiest in body and mind, and preventive care is the way to achieve that. Queen Latifah, Nick Jonas, and Ted Danson are phenomenal ambassadors for this message. They each have the authenticity, motivation, and personal commitment needed to spread our message about total health — body and mind — loud and clear across the world.”
The initiative builds on Cigna’s preventive care efforts encouraging people everywhere to ‘Go. Know. Take Control’ by going to see their healthcare provider for an annual check-up, knowing their four health numbers (blood pressure, cholesterol, blood sugar, and body mass index) and taking control of their health. To help bring this to life, Cigna developed a grassroots Health Improvement Tour (HIT) that travels the country visiting local communities to deliver free health screenings. In 2018, HIT visited 139 cities at 237 events and provided more than 14,000 free screenings. In 2019, the tour will continue to make stops around the country helping people better understand their four health numbers.
“Historically, physical health issues have been treated separately from our emotional health; however, Cigna has been an early pioneer in advocating for treating the whole person, including the body and mind, as one,” said Douglas Nemecek, MD, chief medical officer for behavioral health at Cigna. “Getting your annual check-up and being open with your healthcare provider about what you’re feeling physically and emotionally isn’t just important, it’s a necessary step to living your healthiest life.”
For more information about the connection between physical and emotional health, the company encourages people to visit the campaign’s dedicated web page.
See the ads by clicking on the Creative Works box below.