Empower Preventative Screening
The Empower HR team had initially wanted to create a standard internal video encouraging employees to complete an online health questionnaire and an in-person preventative screening. The incentive was clear: Doing this would save the employee up to $100 off their monthly healthcare deductions.
The Brief: Develop a video that clearly showed how beneficial the program was and how much money they could save. The original concept followed that basic structure, with a "TBD part of the video" that included a segment where an employee would share their own preventative care story.
The Approach: After filming, it became clear that the video needed to totally shift focus, and really focus on her cancer detection and recovery story. We created a rough cut centered on her experience and shared it with HR to demonstrate the new direction.
The Outcome: The HR team quickly aligned around the new direction. With some additional editing, tightening, and a simple end card, the video was done. Once launched, it drove the largest year-over-year increase in employee screenings. While incentives can move people to action, nothing resonated more than someone's real story.
