UnitedHealthcare “Keeping it 100”

“Keeping it 100” from UnitedHealthcare was created to redefine perceptions of aging and show that later life can be active, connected and full of possibility. It aligns with UnitedHealthcare’s commitment to help people live healthier lives at every stage.

Developed with Human8 Market Research Agency, the 100@100 Study surveyed 100 Americans age 100 and older about their health, relationships, technology use, sense of purpose and attitudes toward aging. Findings showed that well-being at 100 extends beyond physical health to include resilience, social connection, curiosity and optimism.

The campaign centered authentic voices from a growing but underrepresented population. It challenged portrayals of aging focused on decline and dependency by presenting centenarians as active, adaptable and insightful, while translating their experiences into relevant lessons for everyone.

“Keeping it 100” combined original research with personal stories, infographics, carousels and video interviews featuring centenarians in their own words. A short film featuring Emil, age 102, extended the campaign narrative beyond social content. The phrase “Keeping it 100” connected the participants’ candor with younger generations while making aging approachable and culturally relevant.

The campaign generated more than 127 million total impressions and 180 earned media articles, including syndications. Audience responses frequently reflected the campaign’s themes, with many sharing personal stories about aging, family and resilience.

Earned media generated 56.15 million online impressions and included coverage from NPR’s Morning Edition and Oprah Daily, as well as a live Good Day Atlanta segment. Coverage frequently highlighted findings that respondents feel 11 years younger and prioritize curiosity, strong relationships, and resilience, even embracing social media.

Integrated distribution occurred across UnitedHealthcare channels, social media and sequential Meta advertising. Static carousels supported discovery on Instagram and LinkedIn, while first-person videos encouraged engagement on Facebook and YouTube Shorts. UnitedHealthcare’s social content generated 272,170 impressions/views, 42.85% view rate and 3.85% engagement rate, while Meta advertising delivered 71.4 million impressions, 111,400 clicks and 121,300 completed video views at $3.50 CPM. UnitedHealth Group amplification generated 42,300 impressions/views and 5.11% overall engagement rate.

By centering authentic voices, “Keeping it 100” helped broaden conversations about longevity, supporting UnitedHealthcare’s position as a credible voice on healthy aging.