UnitedHealthcare “Committed to Care”

The “Committed to Care” campaign aims to bring trust back into health care by leading with transparency and human connection. While care is often experienced within systems and institutions, trust is built person to person through conversations and moments of support. By reintroducing UnitedHealthcare through its employees, the campaign seeks to build authentic relationships with members and strengthen brand affinity.

The creative strategy centers on one question: “Why do you care?” and features the stories of five UnitedHealthcare employees to demonstrate how empathy shapes their work. Lisa advocates for people navigating the health care system, drawing on her experience supporting family. Stephanie’s commitment is shaped by caring for loved ones with rare diseases. Bryan helps Asian American members feel at home and believes health care should be a universal language. Jessa advocates for people who feel unheard. Ben explains how every role contributes to a shared purpose.

Featuring real employees, rather than actors or spokespeople, gives the campaign credibility and emotional relevance. A 90-second extended campaign film, “Committed to Care,” uses unscripted storytelling, real environments and first-person language to make care visible and tangible. Employees appear alongside their families and friends, allowing their motivations to guide the story.

The film anchors the broader “Committed to Care” brand platform and media strategy, designed to build awareness, spark connection and humanize the brand. Media investments prioritize streaming and online video (42%), followed by streaming audio and podcasts (16%), social media (16%), local and line-of-business support (15%), always-on content (6%) and display and search (5%).

The integrated media strategy combines connected television, social media and audio storytelling to reach 75% of the intended audience while supporting cultural connection and brand lift. Since launching in March, the ongoing campaign has generated 1.9 billion impressions and significant lift across key brand attributes, including campaign KPIs “Cares About Me” and “Is a Dependable Company”.

“Committed to Care” transforms UnitedHealthcare’s dependable partner promise into a clear creative expression. By showing the people behind the organization, the campaign brings UnitedHealthcare’s commitment to care to life in a more personal and relatable way.