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For PruHealth (while at DBA) – we created a series of press ads to help launch a novel approach to health insurance (and often copied since).
The business was based on the premise that if you look after yourself, you pay less for health insurance.
We broke down the numbers and used a testimonial approach to clearly differentiate PruHealth from its competitors. A free health kit – employing the proven technique of reciprocation – helped to further prompt a response.