Wellbound: Reimagining A Smarter EAP Campaign

Wellbound reimagines the traditional employee assistance program, connecting mental health, work-life resources and broader healthcare support in an experience designed to be easier to understand, access and use. The launch challenge was equally connected: introduce a complex new offering to both business and consumer audiences, each with different needs and reasons to care. Grounded in early focus group learnings, the team created a flexible creative system that made the complex feel simple and human. Launch materials established a shared visual and messaging foundation that different internal creative teams could build from — allowing teams working across B2B, B2C, web, social and paid media to create independently while producing work that felt remarkably connected. The result was a cohesive, approachable and modern introduction to Wellbound across landing pages, direct-to-consumer communications, social content and trade media — proving that a strong creative system could connect not only the experience, but the teams behind it.

From the original award submission.