GE HealthAhead

When GE approached us about HealthAhead, they explained why it existed: to apply the same HealthyImagination brand philosophy to their 350K workforce. But for the past two years, their efforts had fallen flat. The problem was that they weren’t being honest with their own people. HealthAhead had become a bad joke, one that sugarcoated bad news ranging from reduced healthcare benefits to superficial on-site upgrades that no one cared about.

Our approach was to refocus HealthAhead squarely on the employee, not GE. To build the integrity of the HealthAhead brand by creating programs that helped them live healthier lives.

A healthier workforce starts with Small Changes.

A health campaign for small changes.
Small Changes was GE’s first worldwide foray into employee betterment under the new HealthAhead. The idea was to get every employee of GE worldwide to make a small change and demonstrate the impact of that effort. To appreciate that small efforts can aggregate into big gains. To reach those employees, we employed SMS posters at worksites, online ballots and a portal app that visualized each Small Change “pledge”. The campaign “pitted” worksites against each other, to see who could generate the most pledges, and rewarded those employees who did.

small changes microsite

With a response rate triple previous efforts, we focused our attention to the HealthAhead portal.

A true destination for health.
As interest from GE employees for HealthAhead grew, it was time to revamp the program portal to provide the tools and resources needed to move from “Small Changes” to bigger steps. The design took the same GE palate we had established in Small Changes, then softened it. A deliberate departure from the GE corporate Healthy Imagination style, each page was less stark and more vibrant. Rounded edges gave way to cleaner lines. And with the emergence of mobile platforms, the site was touch and swipe ready using HTML5.