Mixed Signals: Cigna Calls Out to the True You

Mixed Signals is Erin Straza’s weekly musing about marketing miscellany in advertising, branding, and messaging.

Whenever I think back to my junior high days, I get sort of squeamish. I was a girl so afraid of being left out that I tried to be like the crowd rather than chance drawing negative attention. Although that may have prevented some potential rejection, it also set up a pattern of living life as less-than myself.

For me, the maturation process—into adulthood as well as into a Christ follower—has been the slow emergence of the true me. God is gently coaxing me to be who He made me to be—no more, no less.

When I saw this print ad for Cigna, a health and life insurance provider, I could relate to its message.

The print piece is part of the new Go You campaign that tells Cigna customers they will be seen and treated as individuals. The Go You campaign takes on matters of heart and identity with copy phrases like these:

“Why would you want to be like someone else? It’s exhausting just trying to be yourself.”

“It’s not always easy to show the world who you really are. But it’s healthy.”

“Deep inside you there’s a person who refuses to be kept deep inside you.”

“When you are running at 100%, you have the strength and confidence to be 100% you.”

The Go You campaign speaks to a deeper truth of the Christian life: I am called to live a full and vibrant life as the person God created me to be. If I am busy trying to be someone else or hiding who I really am, the world misses out on the unique way God is reflected in me as His image bearer. That diminishes God’s glory and prevents me from living authentically.

I also liked how the Go You TV spot brought the often hidden parts of our deepest selves to life:

Wouldn’t that be something if we dressed to show the world our gifts and passions? It’s not likely the Go You campaign will result in us wearing costumes to give outward expression to the truest inward self. But in some way, deep down inside, don’t you want to?

Here’s to living life free in Christ. Go you.