Humana is one of America’s largest managed care organizations, with more than 11.5 million members and annual revenues approaching $30 billion. As healthcare becomes increasingly complex, Humana wanted to ensure that its ‘Guidance when you need it most’ message remain intact and relevant. Cohesion built an evergreen messaging strategy that articulates not only the relevance of ‘guidance’ today, but also how it will remain relevant tomorrow. ‘Guidance’ becomes a message that progresses as consumer needs evolve over time and their focus shifts from insuring health to enhancing quality of life. The more things change, the more Humana will be here ‘when you need it most.’