Ford Motor Company Case History

The Situation
Because Ford Motor Company spends about as much on healthcare as it does on steel, the company sought to engage employees and retirees in the participation of healthcare cost reduction. Ford believed that by convincing employees and retirees to adopt healthier lifestyles and become better, more informed healthcare consumers, individuals could reduce their own healthcare costs as well as those of the company. In addition, Ford wanted to educate employees and retirees about how to get the most value from the benefits the company provides.

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 that would result in healthier individuals.

• Improve employee morale and increase the ROI of healthcare expenditures

The Strategy
• Consult with employees first about their understanding of Ford’s healthcare issues, and learn their level of willingness to participate in taking responsibility for their own health.A a home a

• Create a multi-media campaign addressing what employees and retirees can actually do to make a meaningful difference.

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

The Solution
The Ford Motor Company Wellness Communications Campaign

To see more pieces from this campaign, click here.

Read about this campaign's remarkable results.