Supporting Cigna During Lockdown

As the nation was forced into lockdown and into a new way of working, we adapted our PR strategy for health service company, Cigna Europe, to support UK employers and the wellbeing challenges their employees faced.

With coronavirus dominating the headlines and the toll on businesses and people continuing to rise, our work with Cigna Europe delivers PR and Thought Leadership to support wellbeing in the workplace during these times.

Using clinical experts and consumer research, we have created a series of advice pieces for UK businesses on how to maintain staff morale and positive mental health in a remote work environment. We moved quickly to ensure the messaging and creative stood out amongst a ‘sea of sameness’ from other brands, and moreover resonated with the target audience.

Targeting key trade media, we have positioned Cigna’s medical team as credible experts to provide interesting and topical angles whilst providing informative and reliable advice for UK workforces.

In recent weeks we have also launched the company’s annual 360 health and well-being survey to HR press. The global study, involving more than 10,000 people, looked at perceptions about health and well-being across the United Kingdom, China, Hong Kong, Singapore, Spain, Thailand, the United Arab Emirates and the United States during the COVID-19 pandemic. The activity resulted in widespread media coverage in key trade titles, with a reach of just under 1 million.