Cigna: The pastor alliance

Cigna, an insurance company, increased engagement and supported Black Americans during the COVID-19 pandemic by launching a partnership with Black churches, The Pastor Alliance.

Campaign details

Brand: Cigna Agency: MRM Country: United States

Why is this work relevant for Creative Strategy?

In 2020, COVID-19 was disproportionately killing Black Americans. Despite Cigna's free COVID care, Black customers simply did not trust the healthcare system. To deliver the message we needed to take a different approach. While there may be no trust

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