UnitedHealth Group faced criticism from internal and external audiences regarding its role in advancing healthcare and impacting the communities it serves. The stories of success existed, they just weren’t being documented and told in an impactful way. The annual report and social responsibility report projects, while highlighting a few initiatives each year, were not adequately communicating the successes in the marketplace.
Working with the UHG corporate communications team, we developed the Innovation campaign, an initiative focused on showcasing and telling the many ways the company is making a difference. We scripted and story-boarded videos and sent an agile video crew to locations across the country. The content was packaged and promoted on the UHG innovation website and was shareable content across all UHG communication channels.