Humana wanted to put community relations at the center of its 2012 AEP Medicare campaign, so they turned to MATTER. We helped them develop an eight-state “build a family legacy tour” where, alongside partner KaBOOM!, Humana built multi-generational playgrounds that deliver a true wellness destination. The campaign aligned with Humana’s national advertising and featured a national survey of seniors in partnership with the National Council on Aging, a sweepstakes, and a media integration with the Grand Ole Opry.
Partly due to these marketing efforts, Medicare Advantage membership jumped by more than 240,000 in 2012, representing the highest organic growth rate in the industry. Just as important, the initiative helped Humana grow meaningful roots in the local communities it serves.