We were tasked with creating awareness of AIG’s low-cost private medical insurance, HealthNow amongst 40-60 year olds.

We created narratives around Rip-Off Britain and the soaring cost of PMI/NHS waiting lists, incidence of diabetes and heart disease regionally. We collected regional and national stats and data and offered exclusives to the personal finance editors on the national media exclusives, supported interviews with the key spokespeople.

We scored high profile national and regional press coverage, along with promotions and competitions in the women’s and health and media. Corporate partnerships were set up with membership organisations.

We delivered over 50 hits across target media with an audience reach of 15 million, and 98% of coverage communicated 3 key brand messages.