Aetna Machine 11

Smokers have been shamed, scared, and cudgeled with guilt - we thought, why not inspire them instead?
Anti-smoking messages are rightly hard-hitting, factual and often scary. But these messages have been out there so long, we thought we might try a new tact for Aetna’s participation in 2014’s Great American Smoke Out. Can you get people talking about quitting with a positive message?

This was part of our social series designed to let people engage with their health insurer in a positive way. Check out any insurance company's social pages - they are 99% negative. This campaign skyrocketed their social sentiment and helped launch a unique social position that had legs.