UnitedHealthcare: Ways In

UnitedHealthcare, a for-profit health care company, showed Americans that they could trust the brand by creating a cross-platform campaign that highlighted the complications of the health care system through real medical codes.

What was the irrefutable consumer insight?

People don't like or trust health insurance companies – including us. To them, we're the enemy, out only for ourselves, creating unnecessary complications and barriers.

Describe the marketing challenge.

Our...