January 3, 2019

Cigna taps celebrities, again, for new preventive care campaign

Photo | Cigna
Photo | Cigna
Cigna has tapped Queen Latifah to its new celebrity-driven preventive care campaign.

Bloomfield health insurer Cigna has enlisted a star-studded multimedia campaign to encourage people to schedule checkups in 2019.

Cigna, fresh off its recent $67 billion buyout of pharmacy-benefits manager Express Scripts, on Thursday rolled out a new campaign advocating its "whole person approach to health and well-being."

The insurer has hired actor Ted Danson, musician Nick Jonas and actress and musician Dana Elaine Owens, known as Queen Latifah, to encourage people to talk "openly and honestly" with healthcare providers about their physical and emotional state.

Cigna on Thursday launched a series of videos for television, digital and social channels featuring the three celebrities. Filmed in Los Angeles, a video also features Stephen Cassell, Cigna's vice president of global branding.

The celebrities, Cassell said, are "phenomenal ambassadors" for Cigna's message offering "authenticity, motivation and personal commitment needed to spread our message about total health – body and mind – loud and clear across the world."

Cigna did not respond for comment Thursday on how much it spent on the celebrity-driven campaign.

According to Cigna, there is a strong link between physical and emotional health. That includes perceived stress, which can increase a person's risk for illnesses such as type 2 diabetes and heart disease. Sleep loss can also lead to a higher risk of developing depression.

Other research shows that loneliness has shown to be as deadly as smoking 15 cigarettes a day, the insurer said.

Cigna's latest celebrity campaign adds to its efforts in May to curb the national opioid epidemic through an online marketing campaign featuring Kansas City Chiefs tight end Travis Kelce, celebrity chef Rocco DiSpirito and blogger Rachel Moore.

Cigna also started another campaign promoting preventive care about two years ago. The ongoing initiative includes a cross-country traveling tour to deliver free health screenings and improve health numbers for blood pressure, cholesterol, blood sugar and body mass index.

In 2018, the tour visited 139 cities at 237 events and provided over 14,000 free screenings. The tour will continue in 2019, the insurer said.

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