Cigna Healthcare HK champions everyday moment with 'Health moves' campaign

Cigna Healthcare Hong Kong has launched a new campaign encouraging Hongkongers to make small, sustainable movement choices in their daily lives to support better health and wellbeing.

Also known as Cigna Healthcare Health Moves, the nine‑month initiative underscores the company’s long‑term commitment to promoting active, healthy living across the city. It kicked off on 18 April with the Cigna Healthcare Health Moves Community Run, which brought together over 100 runners to celebrate movement and connection. Health Moves will continue throughout the year with a series of engagements designed to connect with Cigna Healthcare’s customers and partners.

Targeting health‑conscious individuals seeking a trusted partner on their wellbeing journey, the campaign responds directly to rising stress levels. The Cigna Healthcare International Health Study 2025 found that 42% of respondents feel stressed about uncertainty over the future, while World Health Organisation research has shown that regular physical activity can help reduce stress and improve overall mental wellbeing. Against this backdrop, Health Moves promotes an active lifestyle by encouraging people to move more in ways that are accessible, enjoyable and sustainable.

Guided by the tagline “Empower your health moves,” Cigna Healthcare Hong Kong aims to engage and inspire the community—whether participants are seasoned athletes or just beginning their wellbeing journey.

Leveraging local ambassadors

The campaign features four local ambassadors—On Chan, Cecilia Yeung, Ryan Whelan and Zein Williams—who each represent different, real‑world approaches to staying active and embracing movement as part of everyday life. Selected for how their personal stories embody resilience through movement, they reflect Cigna Healthcare Hong Kong’s belief that staying active builds both physical and mental strength:

• On Chan, a former professional footballer turned singer‑songwriter, represents resilience beyond elite sport—remaining active, disciplined and mentally strong even after stepping away from professional competition.
• Cecilia Yeung, Hong Kong’s women’s high jump record holder, is known for overcoming repeated, career‑threatening injuries, including Achilles tendon and ACL injuries, while continuing to compete and mentor others.
• Ryan Whelan, an expat trail runner, showcases everyday determination and consistency in training, reflecting the self‑discipline and resilience required to pursue challenging fitness goals outside professional sport.
• Zein Williams, a long‑time figure in Hong Kong’s endurance and trail‑running community, exemplifies resilience through sustained participation and repeated returns to competitive racing over many years and life stages.

Together, they show that resilience is not just about winning, but about showing up, recovering from setbacks and continuing to move forward—a message at the heart of Cigna Healthcare’s Health Moves initiative.

The marketing strategy is firmly customer‑centric and value‑creating, with a strong emphasis on preventive health. Developed in partnership with K2 Digital and Fabcom, the launch campaign showcases authentic stories from the local community—from professional athletes and a footballer‑turned‑celebrity to expat trail runners and modern global professionals.

By bringing these individuals together through shared experiences such as the community run, the campaign creates opportunities for people to move, connect and support one another on their health journeys. In the months ahead, the initiative will continue to highlight the diversity of the communities Cigna Healthcare serves, including modern professionals, globally connected workers and individuals with special needs.

To drive awareness, the campaign leverages earned media through PR and organic social sharing, alongside paid channels such as display, programmatic, social ads, publisher partnerships and influencer collaborations, using a mix of video and static formats to scale reach effectively. All activities are anchored in Cigna Healthcare’s owned channels, including flagship events such as the community run, as well as a dedicated minisite, campaign landing pages, customer newsletters and eDMs.

Sarah Tam, chief customer officer, marketing and partnership, Cigna Healthcare Hong Kong, said, “Cigna Healthcare Health Moves reflects our belief that preventive health begins with small, everyday actions. By celebrating authentic stories from our local community and building participatory platforms that invite people to engage with health in personally meaningful ways, we are strengthening relevance, connection, and the long‑term impact insurance can have on everyday wellbeing.”

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