The Challenge
In 2018, Premera Blue Cross received a substantial tax refund, creating a unique opportunity to reinvest in its communities. Over the next five years, Premera directed more than $100 million to hundreds of partner organizations across Alaska and Washington.
By 2023, this ambitious initiative reached its conclusion, presenting a valuable opportunity to highlight its profound impact. We were engaged to craft a powerful narrative that showcased the successes of Premera’s social impact program.
The Well. Beyond. video series highlighted key community partners addressing critical healthcare challenges in Alaska and Washington, with an emphasis on rural health, health equity, and behavioral health—core areas of Premera's social impact program. The eight-episode series featured intimate, compelling stories that demonstrated how Premera’s support goes "well beyond" traditional healthcare, empowering communities and driving meaningful change. It celebrated the accomplishments of these partners while reaffirming Premera’s commitment to enhancing healthcare access, equity, and outcomes.
The Impact
Well. Beyond. exemplifies how storytelling can elevate corporate advocacy. By highlighting Premera’s unwavering commitment to health equity and systemic change, the video series reinforced the company’s role as a compassionate and proactive healthcare provider. It inspired confidence among partner organizations, fostered future collaborations, and underscored Premera’s dedication to improving community well-being. These outcomes solidified Premera’s position as a leader in addressing healthcare disparities.