Optum:Strong For

Bringing several health care brands together under one name

An older woman in a navy cardigan and pearls smiles as she speaks to camera against a white background. — Matriarch · Broadcast

01The challenge

Optum was bringing several health care brands under one identity.

People knew the old names, not the new one. The new brand needed to feel like one company while keeping the personal connection people had with their care.

Optum billboard of a smiling couple with the headline “HealthCare Partners is now Optum.” and the tagline “Health care made stronger.” — Out-of-home

02The insight

Everyone wants to be healthy. Few people stop to ask why.

The real answer is almost never “to live longer.” It’s the people we want to be there for: a family that leans on us, a partner we want more years with, someone we take care of, a new baby.

03The platform

Strong For

Built on real patient insights, Strong For showed real people and what they stay strong for: a matriarch, a pair of lovebirds, a caregiver, new parents. The tagline, Health care made stronger, tied it back to Optum.

The idea worked across service lines, giving each former brand a way to tell its story in one Optum voice.

Two older men stand side by side, one with his hand on the other’s shoulder, smiling. — Lovebirds · Broadcast

A woman in a yellow shirt laughs with her hands clasped against a white background. — Caregiver · Broadcast

Optum billboard of an older woman with the headline “I’m strong for my family.” — Out-of-home

Optum billboard of a young family with the headline “We’re strong for the years ahead.” — Out-of-home

04Built to scale

We ran two campaigns on the platform, across broadcast and online video, social, display, native and out-of-home.

Two phones showing Optum Facebook posts, one in English and one in Spanish. — Social posts and stories

A phone and a tablet showing Optum display banners on a news site. — Animated banners

The Caregiver spot in Spanish: a woman in a yellow shirt speaks to camera. — Caregiver (Spanish) · Broadcast

05Results

Optum grew 12% in 2021.

06My role

Role: Creative Director. Led both campaigns from concept through launch.
Agency: Hey
Work: Broadcast and online video
Social (posts and stories)
Banners
OOH