Aetna Targets LGBT Community In Latest Ad Campaign
Health insurance company Aetna, the third biggest health insurer in the United States, has launched a campaign targeting the LGBT community.
Using the tagline "Be Strong. Be Well," the company is using mobile apps and print ads to reach out to LGBT people. Their website also showcases a touching video of a man and woman talking about their significant others. While it almost appears that they are talking about each other, the end reveals that they are each in long-term, happy same-sex relationships.
Bob Witeck, president of public relations and marketing company Witeck Communications, applauded Aetna's new campaign.
"Aetna’s move is beautifully timed," says Witeck. "With the emergence of the individual insurance market in the U.S. combined with the rise and visibility of LGBT families and marriages, Aetna does not want to leave any person or prospect behind."
Watch the moving video below:
