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UnitedHealthcare uses humor as hook in new ad campaign


“I came in too hot” is one of the many “ways in” to the healthcare system, and UnitedHealthcare’s creative team has taken a fresh approach to educating the public about navigating the complex system – whether they are there because of illness, injuries or inexplicable accidents.

With the release this spring of a series of television, Internet, radio and print ads, UnitedHealthcare is using humor as an effective hook to educate people about their healthcare options and to show that the health insurer understands how challenging the healthcare system can be.

The laugh-out-loud TV spots take a humorous look at official medical codes and definitions to illustrate just how a person might enter the healthcare system through “Activity Involving Dancing and Other Rhythmic Movements,” “Accidental Fall Into Storm Drain or Manhole” or “Other Accidental Fall from One Level to Another.”

Likewise, the accompanying print ads use a series of entertaining and cringe-worthy photos to illustrate how one might be afflicted with conditions like, “Foreign Body Accidentally Entering Other Orifice,” “Activities Involving Frisbee” or “Retained Wood Fragments,” among others.

“We know this industry is incredibly complex,” said Andrew Mackenzie, chief marketing officer of UnitedHealthcare’s commercial and Medicaid business, in an interview with AdAge. “We know consumers are frustrated. If we can demonstrate that … we can connect with them.”

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Jason Witten’s Score Foundation & UHC bring Play.Move.SCORE Youth Program to Oak Cliff

Jason Witten Foundation

Dallas Cowboys All-Pro tight end Jason Witten and his SCORE Foundation have teamed up again with UnitedHealthcare to fight childhood obesity and encourage healthy lifestyles in North Texas – this time at the Oak Cliff Boys & Girls Club. The kids got to enjoy a celebratory lunch with one of the Cowboys’ most beloved players.

The program partners unveiled a newly-remodeled teen activity room at the Oak Cliff Boys & Girls Club in February, which will house the Play.Move.SCORE. youth health and fitness program. The teen room received a full makeover, including new paint, furniture, flooring and blinds. The room is also equipped with a new sound and Xbox Connect gaming system to encourage the teens to have fun and get moving.

“UnitedHealthcare is grateful for the opportunity to work with Jason Witten, the SCORE Foundation and the Oak Cliff Boys & Girls Club to makeover the teen room and enhance Club facilities,” said Tom Quirk, CEO, UnitedHealthcare of Texas. “We hope club members will be inspired to take charge of their health and well-being and learn that being fit can be fun.”

Jason Witten’s SCORE Foundation and UnitedHealthcare launched the Play.Move.SCORE. program in 2010. Since that time, the partners have donated a virtual personal training computer system, exercise and sports equipment and Healthy Edge® Plus, a software program that tracks kids’ weight, body fat and body mass index (BMI) using wireless scales. Boys & Girls Club members have participated in Fitness Games and a Top Chef Healthy Snack competition, as well as a curriculum that teaches them how to make healthy choices each day.

The SCORE Foundation and UnitedHealthcare also sponsor Blessings in a Backpack, a weekly program that provides health snacks for the weekend.

“I am thrilled to continue this partnership with UnitedHealthcare to keep kids healthy in the Metroplex,” Witten said. “Staying active and developing healthy habits is important for teens and the new activity room offers fun and creative ways to help keep them active and energetic all year long.”

UnitedHealthcare Children’s Foundation unveils new inspirational children’s book to help families in need


Imagine the chance to foster a love of reading with your children while helping to support medical grants for someone else’s child.

That’s just what parents and grandparents can do, with the release of Oliver & Hope’s Superhero Saturday, a new book unveiled at the North American International Toy Fair in New York.

The third book of the award-winning Oliver & Hope™ series, Oliver & Hope’s Superhero Saturday features Oliver™ the bear, Hope™ the butterfly and Millie™ the barn owl, who join their friend Charlotte the fox on a superhero adventure.

The beloved characters put on their hero capes and go on an exciting journey into their imaginations, where they pretend to save a pirate ship, rescue a hot air balloon and face an evil mud monster. But when they discover their friend Chewie™ the English bulldog really needs their help, the friends must work together to become real heroes.

The book, which is geared toward children ages 3-8, combines an entertaining story with engaging images that foster the imagination, while teaching kids subtle lessons about the power of friendship and resiliency. Written by Meg Cadts and beautifully illustrated by Samantha Fitch, the book is a project of the UnitedHealthcare Children’s Foundation (UHCCF). Meg Cadts is actually the pen name for a group of UHCCF writers and contributors.

This and the other two books of the Oliver & Hope series are available through for $13.95 each. Proceeds from the Oliver & Hope books and plush toys fund UHCCF grants that help families pay for children’s medical expenses that are not covered, or not fully covered, by their parents’ commercial health insurance.

In 2014 alone, UHCCF awarded medical grants worth an estimated $5.4 million to more than 2,000 children across the United States.

“We created the Oliver & Hope series to provide joy and inspiration for children.  We are grateful to have received such positive feedback on the books, especially since the proceeds from the books and toys are helping children access medical care that will improve their health and quality of life,” said UHCCF President Matt Peterson.

“Oliver and Hope’s Superhero Saturday” is available at