Sponsoring
smiles

INSIGHT

Physical and emotional well-being intersect in a smile.

APPROACH 

Cigna’s whole-person health platform takes an upward turn with messaging initially conceived as a direct mail motivational campaign for the B2B Sales team complete with smile facts, jokes and inspirational quotes in the form of “pay it forward” note cards. 

This idea gained traction and evolved to become Cigna Dental’s platform as the sponsor of smiles in a cross-sell email and social campaign.