UnitedHealthcare “Keeping it 100”

UnitedHealthcare’s “Keeping it 100” campaign was created to redefine aging by celebrating the vitality and wisdom of centenarians.

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. The research provided a foundation for moving beyond one-dimensional portrayals of older adults and present life at 100 with greater dignity, complexity and possibility.

With the U.S. centenarian population projected to quadruple by 2054, the campaign aimed to celebrate an underrepresented population by centering authentic voices and offering an alternative to portrayals focused on decline and dependency. While the campaign consisted of first-person stories, portraits, infographics, carousels and social videos from different centenarians, a standout piece was a short film featuring Emil, a 102-year-old centenarian, who invited audiences to see aging through an authentic and uplifting perspective.

Sharing three lessons for a long and fulfilling life, Emil challenged conventional portrayals of aging as defined by limitations or care needs. His candor and first-person account gave the research emotional depth, presenting longevity as an experience shaped by purpose, connection and a continued openness to life.

Supported by a sequential Meta advertising strategy and organic social content, the campaign generated strong engagement across Facebook, Instagram, LinkedIn and YouTube Shorts. Organic social content generated 272,170 impressions and views, achieving a 42.85% view rate and a 3.85% engagement rate. The sequential Meta campaign expanded reach at scale, delivering 71.4 million impressions, 111,400 clicks and 121,300 completed video views at $3.50 CPM. Among the paid assets, content featuring Emil generated the campaign's highest click-through and engagement rates.

The “Keeping it 100” campaign also resulted in over 127 million impressions and 180 earned media articles and syndications, including NPR’s Morning Edition, Oprah Daily and Good Day Atlanta.

Beyond sharing advice, the video presented Emil as a credible storyteller whose experiences encourage audiences to consider how individuals, communities and the health system can support healthier aging. It demonstrated the power of authentic storytelling, challenging stereotypes and showing that life at 100 can remain active, meaningful and full of possibility.