Aetna Commercial Markets was in a pickle with their United Auto Workers account. It was under a mandatory review and could be leaving. They needed to pitch the account all over again. They had all the numbers and facts needed for their presentation, but nothing emotional. Nothing that could sway their audience on a deeper level. So they asked us to come up with something to help their dry meeting. We did this video called "Hands." We heard people were crying in the meeting after it was shown. A dry meeting no more.
Mental health is a very big part of the health care landscape, but most companies walk on egg shells when talking about it. Including CVS and Aetna. We aimed to stop doing that and create emotional, hard-hitting, but also very honest work that let anyone suffering know that we knew exactly what they were going through. A print, outdoor and social campaign accompanied this. You can see it below.
We had a partner who was looking to improve their rep within the company. haha. It happens! Internal agency to the rescue. We created this beautiful video for them to share at the company town hall and elsewhere internally. We argued they should put it on the ol' social pages. They ignored us.
Client side, it turns out, isn't that different.
Print, Social & Other Fun Stuff
Working in health care wasn't always serious and emotional gobbledy gook. Sometimes it could be fun and funny. This was a an installation we did to promote Aetna's in-house agency (cleverly called "The Agency") at the premiere New England ad awards show, Hatch. (click to magnify image/copy)
People seemed to like them. They shared the experience on their socially social pages. And we even won an award from Hatch for them the following year.
Mental health awareness print, outdoor and social
In 2020 there was this thing called a pandemic. Have you heard of it? I'll take that as a yes. So anyway in 2021 when the vaccines started to roll out, CVS wanted to encourage anyone and everyone to come in and receive the shot. Problem was, people were skeptical and frightened. CVS didn't want to spend the money on our big campaign idea, but they were willing to do some internal stuff that would encourage all employees to help achieve the goal of a 100% vaccination rate.