Committed to Care Campaign

UnitedHealthcare needed to restore trust and humanize their business in a high-scrutiny, low-trust environment. For the Employer & Individual (E&I) group, the challenge was even tougher: deliver a campaign that resonates with employers providing plans, while navigating a heavily regulated industry where corporate messaging often falls flat.

Serving as VP of creative, I helped concept and execute "Committed to Care" for the E&I audience. We grounded the story in the people behind the care, coordinating a cross-country video shoot to capture authentic UHC employees telling their very real stories. We then pulled that thread through social, sales training tools, and dedicated websites for employers and brokers, delivering a campaign that proved genuine human compassion backed with real business value.