A health insurance company that helps its customers be healthy? This sounds like a foreign concept to those trapped in a for-profit health care system in the United States.
In this case, the concept really is foreign since the new Manulife Vitality program is in Canada. The TV ad campaign shows people debating between choices. When they make the right choice, they get a surprise appearance from long-time Toronto Argonauts player and coach Pinball Clemons.
Choosing stairs over an escalator; apples over chips; a bicycle over a car. Small steps but they do add up.
The insurance program gives rewards and offers discounts based on healthy living choices.
The campaign puts people right on the cusp of the fork in the road. My local grocery store has stairs right next to an escalator as you walk into the store. Most of the time, I take the stairs. Sometimes the escalator wins out. But most people don't think about the stairs when an escalator is there.
An apple versus chips isn't usually a visible choice but we are surrounded by invisible choices. We have apples in the crisper in the refrigerator and chips in the cupboard. The visual reminds us we have healthy and less-than-healthy food scenarios all around us. What we choose matters.
The bicycle vs. car isn't as likely but we all have seen scenarios where people drive a very short distance.
I discovered this campaign while analyzing Canadian ads for the fall version of the NHL Center Ice free preview. The power of television can make an impact on a society. If you watch someone choose an apple over chips, you can visualize making the same choice for yourself.
videos credit: Manulife Canada