Health Care Plants a Flag
One of the nation's largest insurers aims to change the system.
Photograph by Benoit Pallé.
Group Creative Director, David Korchin; Creative Director, Anthony Whiteside; Art Directors, Tomomi Sohn, Richard Whitesell; Writer, Jeff Asch; Photography by Jesse Chehak, Benoit Paillé.
While the US spends more on health care than any country in the world, it ranks far lower terms of overall population health. The huge sytem that keeps Americans well is overly-complex, expensive and burdended by process and paperwork.
With the signing into law of the Affordable Care Act after a decade of promises, protests and compromises, Aetna saw the opportunity to gain thought leadership by publicly vowing to change the American health care system through innovation, collaboration and technology.
We launched with a full page Wall Street Journal placement that laid out Aetna's argument for change, and followed through with digital and print that addressed specifics, and spurred conversation.
