The campaign, which will account for the lion's share of the insurance company's print budget, represents a shift in media spending.
SHIFT IN MEDIA SPENDING
"Prior to this program, 30% of our media spending went into print advertising, while the rest was directed at television. With this campaign, 40% of our budget is going toward print," said Ed Faruolo, assistant VP-corporate marketing.
Of that increased print budget, nearly 65% is being spent with the Time Inc. titles. In 1996, Cigna spent $5.2 million in magazines, according to Competitive Media Reporting.
The ads in the Time Inc. titles play off the "A business of caring" tagline created by DDB Needham Worldwide, New York, in 1993. In the Time Inc. ads-to which DDB Needham also contributed-the theme is "The power of caring."
CELEBRITIES & CHARITIES
The campaign will look at the personal involvement of celebrities and athletes in a charity or cause. The first spread features singer Gloria Estefan and her work with the Miami Project to Cure Paralysis, while the facing page is an ad for Cigna HealthCare.
Others who will appear in later ads include actor Paul Newman, pro football player Reggie White and track star Jackie Joyner Kersee.
DONATIONS FROM CIGNA
Cigna is contributing to each of the featured celebrities' causes, as well as distributing reprints of the campaign to its 45,000 employees, Mr. Faruolo said.
This "is very much a further articulation of the existing campaign's theme," he added. "We are hoping it looks like we are putting our words into action with this campaign.
"We were looking for something that has meaning that we can build on over time instead of a quick hit."
The ads break in the Sept. 29 issues of Sports Illustrated, People and Time, and in the Oct. 13 issue of Fortune. New creative will be unveiled every few weeks