In early 2017, the Washington state Insurance Commission approved the sale of Group Health Cooperative to California-based health giant Kaiser Permanente. This announcement came just days before Group Health’s annual gala and fundraiser. Group Health needed to ensure support of the organization throughout the transition.
CLIENT:
Group Health
TEAM:
Marketing and Content, Public Affairs
IMPACT:
Developed a brand anthem video that amplified pride and resonated emotionally with audiences to celebrate an organization that was a cornerstone of health care in Northwest for nearly a century.
Group Health approached Nyhus to create a band anthem video that captured and celebrated the legacy of Group Health. The desired emotion response of this video was to evoke pride in the organization’s accomplishments and inspire key stakeholders, including the general public and non-members, to continue their support of Group Health through – and after – the transition to Kaiser Permanente.
Working closely with Group Health, the Nyhus team combed through organization’s archival video and photography to construct the story for the video. The story arc was supplemented by key interview sound bites and visual animations of the historic milestones. The story’s narrator was a young child, instilling the sense that Group Health’s legacy would extend into the future, which was echoed by the video’s theme of “We’re not done yet.”
