Overview
- French health insurertech Alan has launched its international “Health Can’t Wait” campaign with Wieden+Kennedy London, targeting France, Spain, Belgium and Canada.
- Kylian Mbappé, an Alan investor and brand ambassador since March 2026, leads the campaign as the insurer seeks to expand consumer awareness beyond its established B2B business.
- With more than 1.1 mn members and 37,000 corporate clients, Alan is promoting a model that combines health insurance, preventive services and access to medical care.
Insurtech Alan has launched “Health Can’t Wait”, an international advertising campaign featuring footballer Kylian Mbappé, as the French health insurance and healthcare provider seeks to expand public awareness of its preventive care model across four markets.
Developed by Wieden+Kennedy London, the campaign marks the beginning of a creative partnership between the two companies. It is being introduced simultaneously in France, Spain, Belgium and Canada through a combination of television, digital advertising and out-of-home placements.
The initiative represents a change in Alan’s marketing approach after a decade of growth driven largely by digital distribution and business-to-business sales. Founded in 2016, the company now serves more than 1.1 mn members and 37,000 businesses through a model that combines insurance coverage, preventive healthcare and access to medical services.
Alan wants to establish preventive health insurance as a recognizable category among consumers who may be more familiar with conventional insurance products focused on covering treatment costs.
The campaign’s central message is that health should receive attention before medical problems become serious. It encourages individuals to treat prevention as part of everyday life and to seek medical assistance promptly when symptoms or other warning signs emerge.
The tagline “In sickness and in health” extends that message by presenting Alan’s services as relevant both when members are healthy and when they require treatment. The company positions preventive care and access to medical services as complementary elements of its insurance offering.
Kylian Mbappé leads Alan’s international health campaign
Mbappé, who became an investor and brand ambassador for Alan in March 2026, is the central figure in the campaign.
His involvement gives the insurer a recognizable spokesperson as it moves beyond employer-focused marketing. The footballer has an Instagram audience of approximately 136 mn followers, providing the company with an opportunity to introduce its brand to consumers who may not previously have encountered its services.
Alan selected Mbappé partly because of his established approach to physical conditioning, mental preparation and long-term performance management. The company sees those habits as consistent with its emphasis on prevention and proactive healthcare.
For the past ten years, we have been building Alan around a strong belief: insurance should also help people stay healthy. With ‘Health Can’t Wait’, we are taking another step forward by bringing this vision beyond our members and corporate clients to a much broader audience.
Jean-Charles Samuelian-Werve, CEO and co-founder of Alan
“Kylian Mbappé was the natural choice to embody it, given the commitment and discipline with which he has approached his health since the very beginning of his career.”
Mbappé described health management as a continuing part of his professional responsibilities rather than something limited to training and competition.
“Since the beginning of my football career, I have paid close attention to everything that helps me perform at my best and sustain that performance over time. It goes far beyond training sessions and matches and is an integral part of how I approach my profession. That same commitment is what made me want to join Alan and work with them to promote a different way of thinking about our relationship with health,” he said.
The partnership gives Alan an ambassador who also has a financial interest in the company. That distinction is relevant to the insurer’s positioning, connecting its preventive healthcare message with an athlete whose professional performance depends on sustained physical and mental preparation.
Wieden+Kennedy uses humor and split-screen storytelling
The campaign’s main film, directed by Brendan Vaughan, places Mbappé in ordinary situations that can reasonably be postponed and contrasts them with health concerns that require more immediate attention.
Vaughan has previously directed commercial campaigns for Nike, Oakley, BMW, Mercedes-Benz and Beats by Dre. Split-screen visuals reinforce the contrast between being healthy and requiring care, illustrating the two elements of the “In sickness and in health” tagline.
The creative approach avoids the clinical presentation often associated with health insurance advertising. Instead, it uses everyday situations and a playful visual style to make preventive healthcare more accessible to a general audience.
Ana Balarin, chief creative officer at Wieden+Kennedy London, said the agency intended to depart from conventional healthcare advertising.
We feel proud to have partnered with Alan to bring their incredible product to a global audience. Our campaign ‘In Sickness and in Health’ breaks from category tropes, choosing to show healthcare in a vibrant and playful way, and depicting health as a daily and active choice.
Ana Balarin, chief creative officer at Wieden+Kennedy London
The campaign also addresses a brand positioning challenge for Alan. Consumers accustomed to buying insurance primarily for financial protection against illness may be less familiar with products that integrate coverage, routine prevention and healthcare services.
Communicating the benefits of early intervention is therefore part of the company’s effort to explain its business model, rather than simply increase recognition of the Alan name.
International advertising rollout includes Stade de France
Alan’s media strategy covers television commercials, outdoor advertising, newspapers, magazines, social media and major digital platforms.
In France, the campaign includes a two-week advertising presence at the Stade de France and a dedicated brand activation connected to the French national football team’s October 2 match against Italy.
France also played Belgium at the stadium three days later, extending the relevance of the venue’s advertising exposure to another country included in Alan’s international launch.
The wider rollout includes dedicated advertising and promotional activity in Spain, Belgium and Canada, with market-specific plans supporting the central campaign.
The timing and choice of football-related placements connect Alan’s advertising investment with Mbappé’s public profile. They also give the insurer a platform to introduce its preventive health proposition to audiences outside its existing corporate customer base.
Preventive healthcare spending provides market context
Alan’s emphasis on early intervention comes as preventive services account for a relatively small share of overall healthcare expenditure in several developed economies.
France and Belgium spent less than that benchmark, while Canada’s preventive healthcare expenditure represented approximately 6% to 7% of total health spending.
These figures provide context for Alan’s communications strategy, although national prevention spending does not directly measure consumer demand for preventive insurance products.
For an insurer seeking to establish a wider consumer market, explaining the value of early care is an important part of communicating what distinguishes its offering from traditional coverage.
The campaign approaches that task through a simple message about the consequences of delaying health decisions, rather than through detailed explanations of policy benefits.
Its creative strategy combines several elements: a short prevention-focused proposition, an athlete with direct experience of long-term health management, and advertising placements linked to major sporting events.
For Alan, the initiative extends a model developed through corporate distribution into a broader public conversation about how insurance can support people before they become ill.
After ten years of building its membership and employer base, the company is using its first campaign with Wieden+Kennedy London to introduce preventive health insurance to a wider audience across France, Spain, Belgium and Canada.
