CLIENT
Group Health Cooperative
Sharon Thomson, Executive Director, Advertising & Marketing Communications
Rio Rossarne, Creative Director / Director of Strategic Advertising
AGENCY
Forrest Healy, VP, Creative Director
Zach Hitner, VP, Creative Director
Andy Westbrock, Art Director
Dave Weaver, Director of Strategic Planning
Andre Vriesman, Copywriter
SUMMARY
A longtime Pacific Northwest health care institution, Group Health suffered from negative perceptions and declining enrollment. Consumers were frustrated with the restrictiveness of health care and indifferent to cliched medical ads with lab coats. To stand out, Group Health needed to stop acting like every other health care company and instead inspire a movement for better health. 'Find More Minutes' empowered people to take an active role in improving their own health by encouraging them to make healthy choices. Group Health's enrollment numbers grew by 29,339 just in one year (Sept. '08 through Aug. '09), compared with a total of 20,107 new members for the two previous years combined.
