In lieu of nearly two years of radical changes and obstacles, 84% of people around the world are experiencing stress that feels new and unusual in its extremity according to the Cigna Global Well-being Survey.

Stress is popping up in new areas of life such as committing to social events, leaving the house, and managing work life from home and it evolves with every news cycle. Even so, many are accepting this pressure-cooker lifestyle as “the new normal” and leaving their stress to fester.

Cigna decided to turn this notion on its head and invite the world to say, “This might be new, but it’s not normal.” Through a 360-brand campaign lead by seven diverse characters each facing their own stressors in a post-pandemic world, Cigna created a space where it’s okay to question this new world we live in and not accept the stress it is causing.

B2C & B2B Key Visuals