The Checkup - Humana and National Park Foundation
To kick off their Find Your Park partnership with NPF, Humana created a campaign to encourage seniors 62 and older to connect to the outdoors in active healthy ways, and provide them with opportunities to do so. In a departure from the serious and statistics-driven education programs saturating the market, this campaign took on a refreshingly humorous and lighthearted approach, focusing on national parks as a powerful “prescription” for better health and delivering a wake-up call that communicated a sense of urgency about both the problem (low nature engagement) and the call to action (enjoy a healthy day in a national park).
The video below, The Checkup, was part of a campaign called “Senior Skip Day” that encouraged individuals to skip out on their daily routine and enjoy a healthy day in America’s national parks. Three videos launched every other week from September 2 through 24, 2015, on NPF’s Find Your Park campaign website to build interest and buzz about Senior Skip Day. These videos also played on Humana’s social media and digital channels, and media outlets along with a targeting strategy and paid support. NPF also shared these videos on its Facebook, Twitter, and Instagram accounts in September 2015 in tandem with their release on FindYourPark.com. They were also leveraged as assets with media, and the first and second videos were included in the Senior Skip Day Multimedia News Release.
As part the campaign’s efforts to create opportunities to access and enjoy America’s more than 400 national parks, Humana offered up to 10,000 free vouchers for lifetime access to the national parks with the Interagency Senior Pass. Seniors 62 and older were invited to download the free voucher from the Senior Skip Day microsite on or before October 8, 2015. They could redeem the voucher on Senior Skip Day by visiting one of the many national park sites around the country that issues park passes. These vouchers were used to build momentum and buzz around Senior Skip Day and encourage high attendance on October 8, 2015. They also helped increase awareness of national park passes sold by NPS in an effort to boost sales.
NPS exhausted all 10,000 vouchers for free lifetime access within a week. The media and social attention to Senior Skip Day was overwhelming, with Humana’s 12 social posts on Facebook, Twitter, and Instagram leading up to Senior Skip Day generating 8,929 clicks. The three video vignettes generated media coverage and attracted an unprecedented amount of social interaction, becoming Humana’s most popular videos of all time on Facebook.