The ask. Get more Americans to their doctors for an annual check-up.

The thinking. Only half of Americans seek preventive care at the recommended rate because the wrong people are encouraging them: medical doctors are easy to tune out, and health insurers are deeply distrusted.

To hit a potentially life-saving message home, Cigna needed an unexpected and disarming, but credible way to capture millions of stubborn Americans’ attention.

The strategy. Give a message people ignore to messengers people listen to.