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Special Project

Special Project
From the 1st Annual Shorty Social Good Awards

Cigna Fights Hunger

Entered in Corporate-Community, Health & Fitness, Poverty & Hunger, Multi-Platform Campaign, Facebook Presence, Instagram Presence, Twitter Presence, Hashtag


Cigna is more than just a health insurance company. We are committed to improving the health, well-being and sense of security of our customers. Part of that commitment is the belief that no one should have to go hungry. So, Cigna employees energized, put on our hair nets, and started the "Cigna Fights Hunger" campaign with Feeding Children Everywhere to change the lives of hungry children and their families across the globe.

Strategy and Execution

We generated brand awareness and engagement by showcasing our commitment to partnering with Feeding Children Everywhere and encouraging Cigna employees to participate, volunteer and sign up to support the Hunger Project initiative on Cigna global social media channels. We activated Cigna employees to become social media brand ambassadors during the Feeding Children Everywhere local market events using #CignaFightsHunger and #TeamCigna social tags. Channels included Facebook, Twitter, and Instagram.


Since 2012, 7,142 Cigna employees have hosted 35 hunger projects in 12 countries, packing 1,209,688 meals. We also gave a $220,000 World of Difference Grant to Feeding Children Everywhere to support their continued efforts.

As a result of our Cigna Fights Hunger campaign, over one million children and their families around the world had a healthy meal to eat. What's more, we earned 37% of the social and mainstream conversation during the campaign, 77% of that coming directly from social. The campaign generated 93,000 impressions with 293 total mentions, with 80% coming from personal channels.

This is not just a social media campaign: this is a project that has impacted the lives of real people.


Video for Cigna Fights Hunger

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