02 / STRATEGY
Asian American seniors value brands that understand their evolving health needs. For them, Medicare decision-making is driven by both tangible benefits and emotional resonance — and trust is key. To earn that trust, Humana needs to demonstrate a deep understanding of Asian American seniors’ cultural mindsets, linguistic preferences, and media habits, showcasing its commitment to providing high-quality “Human Care” that differentiates it from competitors.
03 / EXECUTION
Cultural connection, message clarity, and targeted engagement are the fundamental principles guiding the campaign development. The key message “Humana, a more human way to healthcare” is conveyed through authentic stories and concise and meaningful language, highlighting the brand’s credibility and a set of culturally relevant Medicare plan benefits. Catered to the digital media behaviors of Asian American seniors, Chinese and Korean microsites are designed and developed to enhance the consumer experience with tailored content. A highly community-centered media plan is deployed to amplify the campaign reach and impact. Meanwhile, local agent experiences are enhanced with optimized materials and branded mobile vehicles.