SAY AHHH JOB SWAP - A major excuse Americans have for not going to the doctor to get their annual preventive care checkup is that they're, too busy. But if everyone in the U.S. actually did get an annual checkup, we could save up to 100,000 lives.

Which is why Cigna took up the challenge by going beyond lectures and warnings—we launched Cigna's Say Ahhh Job Swap nationwide. By partnering with television network ABC, Cigna created an entire month of live branded entertainment around one simple theme, no one is too busy to take their annual checkup.

By embedding the message so deeply into popular culture, the results yielded very healthy numbers.

TV personalities from different ABC programs—including Jimmy Kimmel Live, Good Morning America, ESPN Deportes, and local ABC news affiliates—filled in for regular people to make time for a checkup. By integrating these Job Swaps as branded content into unexpected program environments, we connected with and engaged, otherwise hard to capture audiences.

McCann partnered with MRM and OMD to ensure success of the campaign release. The campaign included a full ABC Network Integration with Job Swaps across the U.S., a broadcast TV spot, digital and social activations, a Cigna Coach mobile app, PR, and a Cigna Biometric Van which traveled at major events administering even more checkups.

The campaign was also thankfully recognized and shortlisted at The Cannes International Advertising Awards for Creativity.