campaign sample

P R O M O T I N G R E S I L I E N C E

THE PRODUCT

Resilience is Manulife’s employee assistance program which Manulife offers to clients’ employees as part of their

group benefits package.

THE CHALLENGE

The uptake on the program was low, and clients were complaining that their employees weren’t taking

advantage of it. Our Product Team tasked us with developing an effective marketing campaign to increase

awareness of this product.

THE SOLUTION

Our approach was to first isolate what we believed were the specific reasons people weren’t taking advantage of

their programs, and then targeting those issues head on in the marketing collateral.

My team created the attached series of posters that clients could order to post on their work sites. Each tactic has a slightly different focus, whether it’s the age

group, the sex, or the issue (like worrying about the confidentiality of the service).

We also created a fridge magnet to promote the product. The magnet comes with a dry erase marker so you can circle your “mood”, making it something people

would be more likely to keep on their fridge.

OUTCOME

While in previous years, the materials sat on shelves in the warehouse, the posters in this campaign went into re-print twice within the first 4 months due to the

high volume of usage. The feedback was very positive, both from clients and the product team. Another part of the strategy was to collect data on which issues

were resonating most with end users, based on which posters were being ordered, which provided valuable feedback for the marketing and product teams. `

ZZZZZ!

I’ve got to start thinking about my health.

Why am I always so tired?

My dad is starting to forget things and I’m worried he’s not safe

at home.

May

be I’d

feel better if I could talk to someone

and get stuff off my chest. ???

?

I’ve got to start thinking about my health.

Resilience®

Helpful advice for stress, addiction, marital/family issues, retirement planning, legal and general health issues.

Offered through Homewood Health – please call 1-866-644-0326 or login to your benefits site

at myresilience.com

This poster is offered by Manulife in partnership with Homewood Health™. Copyright Manulife. All rights reserved. Manulife and the Block Design are trademarks of The Manufacturers Life Insurance Company and are used by it, and by its affiliates under license.GB3831E 06/2014

ZZZZZ!

My daycare provider’s sick. Who’s going to watch the kids?

I'm not getting enough sleep. I’m exhausted!

I’m scared my real life is going to affect my work.

What if the boss f nds out?

How are we going to tell the kids we’re separating?

My daycare provider’s sick. Who’s going to watch the kids?

Resilience®


Offered through Homewood Health – please call 1-866-644-0326 or login to your benefts site

at myresilience.com

Life’s notslowing down!


I wish there was a way I could stop fighting with my fiancé

What can I do to move ahead in my career?

Resilience®


Offered through Homewood Health – please call 1-866-644-0326 or login to your benefits site

at myresilience.com


I wish there was a way I could stop fighting with my fiancé

Do I really have to start thin

king about retiremen

t?

- ->

I don't know if I'm ready for a family.

When will I be able to buy a house?

Make time for yourself.There are too many things to do and never enough time for you. But if you don’t take care of yourself, you won’t

be able to take care of everything else. Give yourself time for Resilience®. Free confidential counselling that’s

available 24/7 face-to-face, over the phone, or online. It’s time to talk about someone else that matters. You.

Offered through Homewood Health – please call 1-866-644-0326 or login to

your benefits site at myresilience.com


Talking to someone about an issue is never easy. Especially if you think your co-workers or boss might hear about

it. What if private counselling was included in your benefits? Well, it is. You and your family can get

FREE counselling 24/7 face-to-face, over the phone, or even online. And rest assured, it’s completely confidential.

Resilience®. Helpful advice for stress, addiction, marital/family issues, retirement planning, legal

and general health issues.

Offered through Homewood Health – please call 1-866-644-0326 or login to

your benefits site at myresilience.com

CONFIDE

NTIAL


Resilience®


Offered through Homewood Health – please call 1-866-644-0326 or login to your benefits site at myresilience.com

How are you today?

FREE Counselling / Private & Confidential / Available 24/7

This poster is offered by Manulife in partnership with Homewood Health™. Copyright Manulife. All rights reserved. Manulife and the Block Design are trademarks of The Manufacturers Life Insurance Company and are used by it, and by its affiliates under license.GB3836E_secure 06/2014

Resilience®

Helpful advice for stress, addiction, marital/family issues, financial, legal and general health issues.

1 866-644-0326

How

are you today?

FREE Counselling / Private & Confidential / Available 24/7

campaign sample

Documents