AETNA: Ask AN EXPERT

Aetna was reshaping its culture with a series of eyebrow-raising moves. They had started to offer free yoga and meditation classes to all of their employees and saw that those who participated in at least one class reported reduction in stress levels, improved sleep quality, and pain reduction.

Aetna wanted to be a vanguard of the mindfulness movement.

My Role
After a quick survey of friends and co-workers, I learned "mindfulness" was a term people only vaguely understood. We needed to educate the public about "mindfulness" through Aetna.

The "Ask An Expert" format was performing well with BuzzFeed editorial content, so I knew a similar framework for branded content would be a hit.

I spoke with the Aetna team and learned their strategy lead was trained in mindfulness and had completed the Teacher Development Intensive in Mindfulness-Based-Stress Reduction (MBSR), We had our expert.

In this three part series, BuzzFeed and Aetna explore mindfulness through engaging, top of mind topics.