In 2016, Humana launched it's new brand campaign, "Start With Healthy," which began with the insight that Baby Boomers, Humana's primary demographic, were slipping into irrelevancy. Humana wanted to communicate that this was far from the case—that in fact, great things are ahead of this generation—and if they want to start over, all they have to do is start with healthy.
STARTING LINE WEBSITE
We were tasked with bringing this idea to life in digital and social. We created the World's Largest Starting Line—a digital and social experience that encouraged users to reinvent themselves, discover new passions, and start their healthy new chapter.
SENIOR GAMES ACTIVATION
The website launched in tandem with Humana's Senior Games partnership, a national event that celebrates athletes breaking the age-barrier.
Social messages encouraged our followers to start small with inspiring quotes and travel suggestions.
START WITH HEALTHY LIVE
A series of Facebook Live classes hosted by Humana experts gave people inspiration to try something new.
Following tremendous engagement and participation, targeted ads for local classes at Humana Guidance centers then gave participants the opportunity to go out and learn something new in the community.