DNA Launches Group Health Cooperative Advertising Campaign: One Goal. Group Health.

SEATTLE--(BUSINESS WIRE)--Sixty-five years ago, Group Health was founded by a small group of community leaders with the unusual ideas that healthcare should prevent illness and promote better health, and that people shouldn’t worry about affording treatment when they get sick.

“This campaign goes back to Group Health’s roots and shows how it has become a healthcare leader by staying true to its founders’ mission. Everything they do is aligned around one goal—better health for everyone”

Today, Group Health and the healthcare industry face similar challenges. With unsustainable cost increases and an unpredictable future, patients and purchasers are struggling to find quality care at an affordable price.

DNA, an independent full-service agency with expertise in brand strategy, advertising, digital strategy and media, addresses this very issue with the launch of its first campaign for Group Health Cooperative.

The campaign, taglined One Goal. Group Health., highlights Group Health’s ongoing commitment to putting patients first. Television, print, radio and digital elements focus on the unique value proposition of care and coverage working together to achieve healthier outcomes for patients – and in turn making quality care more affordable to everyone.

“This campaign goes back to Group Health’s roots and shows how it has become a healthcare leader by staying true to its founders’ mission. Everything they do is aligned around one goal—better health for everyone,” said Dan Gross, executive creative director, DNA. “Our challenge is to correct misperceptions about the brand and its bold approach to healthcare, while highlighting why Group Health is considered a model for the rest of the country.”

Aimed at patients, purchasers and Group Health members, the advertising launched March 18 and will extend into social media, events and sponsorships. The campaign will have a sustaining presence throughout the year in both the greater Puget Sound area and Spokane.

DNA’s new Group Health television spots may be viewed at: http://www.youtube.com/playlist?list=PLFSqc0V5K8Xr1HE9a7H5d2lav8cI-frM-

About DNA

Founded in 1998, DNA is a full-service marketing communications agency based in Seattle, Washington. The agency provides services in brand strategy, advertising, interactive and design. As one of the fastest growing agencies on the West Coast, DNA has a talent and passion for transforming brands—and helping their client partners win unreasoning loyalty from their customers and prospects in the process. Some of DNA’s clients include: Group Health Cooperative, PEMCO Insurance, BECU, The Avon Foundation, F5, Executive Travel Magazine, PowerA and Trupanion. Visit DNA on the Web at www.dnaseattle.com, on Twitter at @dnaseattle and on Facebook.