LOUISVILLE, KY: Humana, a health insurance company, is celebrating the 10-year anniversary of a program that highlights athletes competing in the biennial National Senior Games.
Its Humana Game Changers campaign included a significantly larger group of athletes than in previous years, and the company honored them with a medal ceremony and a reception with CEO Bruce Broussard.
“Humana is all about its commitment to the health and wellness of seniors,” so this campaign “made a lot of sense,” said Linda Bernstein Jasper, SVP at Coyne PR, which partnered with Humana on the effort.
The Senior Games, which were first held in 1987, occurred from July 7-18 in Pittsburgh and featured more than 11,000 athletes competing in 19 sports.
Humana featured 28 Game Changers this year, more than double the previous number and included athletes ranging from ages 51 to 100.
The 100-year-old, Roy Englert, won a gold medal in the 100-plus age bracket of the men’s 400-meter race. He was the only runner in that event but has participated in every Senior Games since its founding.
“The only advice I ever give, and I give it constantly, is keep moving, keep moving, keep moving,” Englert says in a Senior Games video.
Rather than use the campaign to gain customers, for Humana, the Game Changers program “is entirely reputational building, so they look at it as an investment in their reputation and their image, and that’s what’s really important to them,” Bernstein Jasper said.
The campaign included Broussard posting on LinkedIn about his training for the games, videos featuring the Game Changers and on-site activations at the games.
To promote the effort, Weber Shandwick also worked with Katie Couric Media to publish three interviews of Game Changers in advance of the Games. Couric also did two interviews, which included mentions of Humana, with Well + Good and The Healthy, a Reader’s Digest publication.
This story originally appeared on prweek.com.
