Humana Human Care
Build Trust and Humanize Healthcare
With over 80% of Asian American seniors being language-dependent and reliant on community-based media for healthcare advice, the challenge was to simplify overwhelming Medicare information and create an emotional connection.
ADMERASIA's campaigns for Humana, centered around the message "Humana, a more human way to healthcare," used authentic stories and culturally relevant Medicare benefits to build trust and credibility. The initiative also included Chinese and Korean microsites, targeted digital content, and a community-focused media plan. Local agents were further supported with optimized materials, PR, and events to enhance in-person experiences.
The campaign successfully blended cultural connection with clear messaging, driving measurable awareness and consideration of Humana among Asian American seniors.
