This Touching Health Insurance Ad Targets the LGBT Community
Katherine Pendrill — October 23, 2015 — Social Good
References: aetna & newnownext
'Aetna' recently released a touching ad that targets the LGBT community. With the legalization of same-sex marriage across the US, many companies have made an effort to include LGBT families in their ads. This latest campaign celebrates same-sex unions in a touching and powerful way.
Aetna is the third largest health insurer in the US, meaning the company deals with a very broad and diverse clientele. Aetna's latest ad specifically targets the LGBT community with a video advertisement. The video begins by interviewing a man and a woman about their partners. Although it appears that the man and woman are talking about one another, the video eventually reveals that they are each in a happy same-sex relationship. The touching video celebrates the power of love by connecting with LGBT families.
Aetna's new ad campaign is perfectly timed with the emergence of the individual insurance market in the US and the increasing visibility of LGBT families. The ad ultimately sends the message that Aetna is an inclusive and accepting organization.
Aetna is the third largest health insurer in the US, meaning the company deals with a very broad and diverse clientele. Aetna's latest ad specifically targets the LGBT community with a video advertisement. The video begins by interviewing a man and a woman about their partners. Although it appears that the man and woman are talking about one another, the video eventually reveals that they are each in a happy same-sex relationship. The touching video celebrates the power of love by connecting with LGBT families.
Aetna's new ad campaign is perfectly timed with the emergence of the individual insurance market in the US and the increasing visibility of LGBT families. The ad ultimately sends the message that Aetna is an inclusive and accepting organization.
Trend Themes
1. Inclusive Advertising - A growing trend of companies targeting specific communities, such as the LGBT community, in their ad campaigns to promote inclusivity and diversity.
2. Celebrating Same-sex Unions - An emerging trend of advertisements that specifically highlight and celebrate same-sex relationships and marriages as a way to connect with the LGBT community.
3. Emergence of Individual Insurance Market - The individual insurance market in the US is growing, providing opportunities for insurance companies to tailor their products and marketing strategies to specific target audiences, like the LGBT community.
Industry Implications
1. Insurance - The insurance industry is adapting to changing demographics and societal attitudes by creating inclusive marketing campaigns to target the LGBT community and other specific communities.
2. Advertising - Companies specializing in advertising can seize the opportunity to help clients create inclusive ad campaigns that resonate with diverse audiences, such as the LGBT community.
3. Market Research - Market research firms can assist insurance companies in identifying target audiences and developing strategies to effectively reach and communicate with the LGBT community.
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