The Work
“Healthy is everything.” A simple idea that finally felt real. The platform unified internal teams, clarified Aetna's role in people's lives, and helped win the $50M Aetna account for Ogilvy NY.
When health becomes the condition for life, not a benefit.
Say something human. Don't talk about people being afraid of getting fired.
That fear was shaping every decision they made. Health wasn't a benefit people thought about, it was the condition everything else depended on.
We went there. Named what people actually felt. Built the whole idea around what mattered most to them, not to the insurer.
The BrokenMade Transformation Grid
From assumption to truth to impact
What They Thought They Knew
Health insurance is about financial protection.
→What They Saw
Health is life's starting point, not a safety net.
→How They Remade It
Health is the foundation for everything that matters.
→Why It Mattered
Aetna became a partner in living, not just in coverage.