Cigna and New York Life Team up for Brave of Heart

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The two insurance companies have come together to raise money for the fund with marketing company McCann Worldgroup
Cigna and New York Life Team up for Brave of Heart

Throughout the Covid-19 crisis, Cigna has consistently championed support for humanity with a multitude of advocacy efforts centred on alleviating the physical and emotional pressures caused by the pandemic. In this initiative Cigna and New York Life Foundations partnered to launch 'Brave of Heart Fund', powered by E4E, to support the families of front-line healthcare workers who give their lives in their Covid-19 fight.


The Cigna and the New York Life foundations are each making initial contributions of $25 million to seed the fund. The New York Life Foundation will also match the first $25 million of additional individual donations received. Together, the hope is to raise more than $100 million to protect these families from financial hardship. Cigna will also provide behavioural and emotional support to recipients of the fund. The fund will be administered by the non-profit, E4E Relief, the nation's leading provider of charitable employee relief funds, and will begin accepting applications in May.


The material to support the fund communication launched on 21st April on social, print, online video and Cigna-owned channels.


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Clients: Cigna and New York Life Foundation

Agency: McCann Worldgroup

Production and Editorial: Craft New York

Categories: Charity, Corporate, Social and PSAs

McCann Worldgroup, 2 months ago