Healthcare Marketing Impact Awards - 2015

Campaign:
"The 11 Initiative"

Client:
Aetna

Based on a recent study that found every cigarette smoked decreases a person's expected lifespan by 11 minutes, the goal of "The 11 Initiative" was to use a positive and inspirational message showing what smokers could do with those 11 minutes lost. The video ads feature a machine that allows people to trade in a cigarette for a memorable 11-minute experience.

Client Location:
Hartford, Conn.