Health Communications Awareness Campaign

Aetna: Be Smart about Your Health


Raise consumer awareness and understanding of the family health and financial impact of making the best health benefits choices during open enrollment through an educational partnership between Aetna and the Financial Planning Association.

During the first open enrollment period in the new health reform era, encourage consumers to make the most of their benefits and underscore Aetna’s commitment to health benefits literacy.


With more than 70 percent of Americans making their annual health benefits decisions during their employer’s Open Enrollment period (typically timed from September to November), this period offers the first broad opportunity for consumers to “test drive ” some of the new health reform measures.

– Create a multi-faceted campaign to reach women age 25-54 who make 90 percent of the family’s health decisions with a new website, interactive tools, social media engagement, national and local expert media interviews.

– Leverage media and “mommy blogger” interest in this critical decision time for real world “news you can use” education delivered by Aetna’s chief nursing officer and a Financial Planning Association expert.


The campaign resulted in high-impact media results including AARP magazine, Glamour, CNN, and the top 25 market broadcast and radio.

Social media engagement with TwitterMoms resulted in more than 60 original blog postings by influential mommy bloggers, reaching key consumers with educational messages on Aetna’s commitment to health benefits literacy.

Additionally, through the campaign efforts, resources were successfully utilized by Aetna plan sponsors and FPA financial planners to guide consumers during open enrollment period.