aetna | machine 11

Smokers have been shamed, scared and cudgeled with guilt — we thought, why not inspire 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.

Awards
Effie Silver
Echo Silver
Communcation Arts
WebAwards Award of Excellence (Tumblr)

Earned Media
Upworthy, Huffington Post, ABC, AOL, Little Black Book, BuzzFeed, Design Taxi, Communication Arts

The 11 Initiative also hit the late night circuit with an appearance on Jimmy Kimmel Live!

Featured Work
Campaign video, Jimmy Kimmel video, Effie case study, BuzzFeed content, sample Tumblr posts

Role
Group Creative Director, Writer

Full Credits
Simona Lo, Creative Director
Jeff Scardino, Writer
Dima Kronfol, Art Director
Luna Hurtado, Writer