Prevea Health had long been hanging their hat on comprehensive wellness and preventative offerings. The theme came up time and time again in their messaging and was well-received across the market. However, it was time to move the needle in a more significant way. In 2013, Prevea challenged Imaginasium to develop a campaign that did more than claim they were the wellness leader. We needed to prove it.
Our solution set the stage for Prevea to provide proof all their own—the Change Your Game Challenge.
Rather than merely advertise to their audience, the Change Your Game Challenge helped Prevea engage people in a pinpointed and truly powerful way. Throughout the six-month program, Prevea along with their partner NFL quarterback Aaron Rodgers, supported six local residents with a full health team, the tools and motivation to fulfill their dreams of living a healthier, happier life.
To recruit our six "GameChangers", we launched a B2B campaign to Prevea's LeadWell Corporate Health and Wellness partners. As they put their plans into action and posted on the dedicated website developed by Imaginasium, the GameChangers shared their experience with the world. Social media and traditional media coverage soared and word of Prevea Health spread in a more authentic and rapid way than ever before.
On the broadest scale to date, the Change Your Game Challenge did more than speak to Prevea's audience, it compelled them to take action. Prevea Health helped the GameChangers transform their lives—a combined 173.2 pounds lost, an average Body Mass Index (BMI) reduction of 9.7%, and a total life expectancy improved by 81.6 years. Equally important, the campaign allowed Imaginasium help Prevea transform their dialogue. No longer a one-way conversation, the Change Your Game Challenge broke out of traditional healthcare marketing. It inspired broader exposure to the wellness philosophy and ignited thousands of interactions with Prevea Health. In recognition of its innovative approach, the campaign received a gold award in the social media category of the Healthcare Marketing IMPACT Awards, sponsored by Advertising Age and Modern Healthcare.