TV DOCTORS OF AMERICA   戛纳健康狮 - 医疗健康类 - C03组 - 金奖 美国联邦贸易委员会要求医疗健康类广告使用统计数据、引用数据等数据来证明索赔是可核实的，而且必须包括信息来源。电视医生疾病控制和预防数据中心开展了宣传活动，证实预防保健可以帮助挽救多达10万人的生命。   CIGNA | McCANN NEW YORK | 2017 Health And Wellness - C03 Insurance Campaign Description To get our point across and break through the clutter of health communications, we knew we couldn't just rely on a spokesperson or medical authority. People weren’t listening to real doctors, so our message had to come from unexpected source. To this end, we assembled the TV Doctors of America: a cross- generational ensemble of actors from some of America’s most beloved medical shows teaming up with Cigna in the name of wellness. They’ve looked the part. They’ve used the lingo. But now, for the first time ever, these make-believe doctors would be able to use their “skills” to make a difference. How? By urging everyone to go to a real doctor for an annual check-up and take control of their health. Brief With Projected Outcomes The Federal Trade Commission requires healthcare ads using statistics, quotes or data to demonstrate claims are verifiable, and must include disclosure of sources. The TV Doctors campaign sourced Centers for Disease Control and Prevention data to validate claims that preventive care can help save up to 100,000 lives. Relevancy We brought together four decades of TV Doctors from some of the most iconic medical shows of all time for a single cause: get America to a real doctor for an annual check-up—a message that could help save 100,000 lives. A first for the health insurance category, we connected with our target with a fully integrated channel strategy, launching our campaign with TV and videos on our actors’ social feeds. The campaign was supported with a range of social videos, a campaign microsite, digital banners, and a coordinated PR effort, all resulting in unprecedented views, shares, a