Health insurance company Oscar has already disrupted the American healthcare industry by running a health insurer like a start-up and appealing to digital natives. But now it's unveiled a new initiative that will provide every Oscar member with a free Misfit fitness band.

Health insurance plans are confusing for Americans – just 14% of those with private health coverage have an understanding of the most basic insurance concepts. Oscar is disrupting the industry and appealing to digital natives by running a health insurer like a start-up. But how?

Would you rather jet off to the Bahamas next week, or save and go in a years’ time? In an ‘I want it now’ culture, thinking for the future is hard. When two-thirds of boomers retire they won’t have saved enough to maintain their lifestyle. How can brands encourage people to think about tomorrow, today?

Studies show that ‘fear appeals’ – like the health warnings on tobacco – are effective in motivating behaviour changes. Capitalising on this, the Days of Life app encourages people to do their best by reminding them that their time is limited.