Louisville, Ky.-based Humana is looking to reach out to its senior demographic through a new medium: television, according to AdWeek.
Advertising agency BBDO New York has taken the lead in creating the TV advertising campaign, "Start With Healthy," which premiered April 5. The campaign works to reach Humana's Medicare enrollees, according to Louisville Business First.
The first advertisement, titled "Birthday," shows a man celebrating his 67th birthday. His family and friends throw him a surprise party, and he receives his dream trip to Alaska. But he's only able to enjoy the party and trip because he's worked with his physician and Humana to take care of his health.
The second ad, called "Carnival," features a woman who travels to visit her grandchildren. She works with Humana to maintain her health, so she's able to go to a carnival with them, where she goes on rides and wins them an enormous stuffed banana.
"What sets this work apart is the focus on what better health through Humana enables our health plan members to accomplish," said Mark Mathis, Humana's director of corporate communications, according to the report. "Humana understands that people, especially the boomer generation, want to grow, not fade; stay relevant, useful and influential."
BBDO New York will continue working with Humana and rolling out further campaigns throughout 2016.