Start With Healthy

Market research showed that Humana's target audience, soon-to-be retirees were living longer. This was an opportunity for the brand to step in and help baby boomers start fresh as they leave their careers behind and start a new era in their lives. 

Audience

Baby boomers who were retiring and had their whole lives ahead of them.

Insight

Boomers are inspired to live more healthy lifestyles as they realize retirement is just the beginning was inspiring.

Strategy

Launch the #StartWithHealthy with the world's largest digital starting line: a desktop, mobile, and social experience that helped boomers take inventories of their passions. Content on the website will help them imagine how they can use them to live a healthy and happy post-retirement life.

Single-minded Idea

Start With Healthy