McCann Worldgroup and Cigna International Launch ‘5% Pledge’ Initiative

McCann Worldgroup Singapore has partnered with Cigna International Markets to launch its latest campaign, ‘The 5% Pledge’ – a new initiative to support mental health in the workplace. The 5% Pledge is a public commitment whereby senior leadership teams and CEOs will dedicate 5% of their annual working hours to listening, making, and implementing concrete change within their organizations to improve mental health and well-being. The campaign was launched externally in Europe and will be rolled out to other regions in 2023.

According to the World Health Organization, nearly 1 billion people suffer from mental health issues today, and Cigna’s research found that 84% of employees reported that at least one factor in the workplace affected their mental health. [1]. Additionally, studies show that when employees feel their mental health is supported at work, they:

  • 5.6x are likely to trust their company [2]
  • 3.5 times more likely to be proud of their company [2]

To make lasting change, Cigna International advocates that, for a cultural shift to occur, change must come from the highest level of organizations to truly impact how mental health is perceived and supported in the workplace. Through this campaign, Cigna is redefining its relationship with its employees, shaping the future of mental wellbeing.

Through this initiative, industry leaders can help raise awareness and change for mental health and well-being in the workplace, while setting an example for their peers. By improving the mental health of their employees in their workplace, employers can expect to see improved morale and productivity, reduced absenteeism, and increased employee retention. Furthermore, they can be considered employers of choice – forward-thinking workplaces that provide strong support systems for their employees.

The campaign was launched on various occasions, in the presence of A Movieand social media assets and PR efforts earned and shared. Those who signed up for 5% pledge site Receive a personal assessment of the employer’s health risks, with practical next steps they can take – as there is no one-size-fits-all approach when supporting mental health.

The 5% Pledge is a continuation of Cigna’s mission to help the world recognize, understand, and control stress—according to previous campaigns by McCann Worldgroup and Cigna, which revealed a stress visualization experiment that asked the world to “see stress differently.”

As the lead agency for Cigna International Health, McCann Worldgroup Singapore conceptualized the campaign. McCann is part of IPG’s Team Unleash, a dedicated cross-holding team composed of talent and resources from McCann Worldgroup, R/GA, Initiative, Acxiom, Kinesso, and other agencies in the IPG portfolio.

Arjan Tor, CEO of Cigna Europe commented, “The importance of mental health is often underestimated, especially in the workplace. A positive and supportive work environment can be the difference between an employee feeling good or on edge. That’s why employers should Focus their efforts on promoting, protecting and restoring mental health. This is where the 5% Pledge comes in – to drive behavioral change and help employers recognize, understand and adapt to mental health challenges in a holistic and comprehensive way.”

Charlie Lowe, Director of Strategy at McCann Worldgroup Singapore added, “We need to shift understanding of mental health in the workplace from an individual issue to a collective corporate priority, as a complete culture shift is required to build an environment of well-being in the workplace.”

McCann Worldgroup is proud to be an early signer of the 5% Pledge, as the network continues to prioritize the mental health and wellness of its teams.

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