Pioneering Care – Brand Awareness Campaign

As a pioneer in health care, Group Health has made its mark on the communities it serves. Through its caring physicians and staff, members and community influencers, there was a tremendous opportunity to honor Group Health’s legacy and impact on the community while also laying a solid basis for the introduction of Kaiser Permanente.


A variety of actions were planned in support the goal of telling the Group Health success story and anchor the narrative for years to come.

  • Build a messaging architecture that supports the brand promise and personality of Group Health
  • Create a series of impactful and compelling media components for a robust campaign including a website, videos, infographics, and advertisements
  • Produce signature programs and events, and engage media and employees
  • Amplify Group Health’s corporate social responsibility and deploy a multi-channel marketing and social media program
  • Expand opportunities for thought leadership and executive visibility, with authenticity and purpose

Creative Concepts

The first round consisted of finding messaging and imagery that helped to set the basis for the campaign.

The Campaign

Once the final messaging and design was established it was used in a number of creative contexts.

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