Healthy Benefits+ brand campaign

Role: Senior copywriter, Optum
Deliverables: Creative concepts and copy for digital, social, print, and OOH

For what we called our “Summer of Vision,” our creative team imagined a campaign that would announce Healthy Benefits+ to the world while also selling it to Google, a potential employer client. (This campaign has remained purely hypothetical.) Our goal was to establish Healthy Benefits+ as “the benefits app that looks nothing like a benefits app”—in other words, more like the consumer-friendly apps that people know and love. That meant avoiding jargon-y terms used by our competitors, like “game-changing differentiator,” “achieve improved utilization,” and “unify the employee experience,” in favor of friendly, easy-to-understand copy. After all, even big employers are made up of human beings. I wrote all the copy and came up with nearly all of the creative concepts (including, yes, the plus-shaped plushies for Google’s office).

I worked with our strategy team to distill the Healthy Benefits+ value props.

For an employer like Google, Healthy Benefits+ means happier, healthier employees.

For members, Healthy Benefits+ means free healthy food...

... and free money to spend on just about anything. (Once it's earned by completing healthy activities, of course.)

Healthy Benefits+ also makes it easy to manage your HSA or FSA.

Here's how our campaign might look out in the world.

Healthy Benefits+ members have 68,000+ places to shop in store, from national chains to local favorites.