Ford Motor Company Case History

The Situation
As a company that provides healthcare benefits not only for employees, but for retirees and surviving dependents as well, Ford Motor Company’s healthcare costs are far higher than those incurred by most American companies. Ford needed an innovative solution for reducing those costs, so it turned to its insured population for help. By convincing employees and retirees to adopt healthier lifestyles and become better, more informed healthcare consumers, Ford believes people can reduce their own personal healthcare costs and the company’s, as well.

The Objectives
• Educate, empower, inform and motivate Ford employees and retirees to become more proactive and confident healthcare consumers.

• Develop a meaningful, consistent and recognizable set of healthcare
messages, encouraging people to make healthier lifestyle choices.

• Help Ford meet its top three metrics for success: increased usage of
company-sponsored Fitness Centers, increased participation in preventive health screenings, and participation in Personal Health Assessments.

The Strategy
• Consult with employees first about their understanding of Ford’s healthcare issues, and learn their level of willingness to take responsibility for their own health.

• Focus campaign messaging on what employees and retirees can do to make a meaningful difference in their quest for better health and healthcare.

• Brand communications with a consistent look and feel across all media,
incorporating the tagline, “Good heath isn’t automatic. It’s Manual.”

The Solution
The Ford Motor Company Wellness Communications Campaign

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Read about this campaign's remarkable results.