Case Studies

It’s My Move: 2014 Benefits Enrollment Campaign

Type: Case Studies
By Leslie Weekley
31 October 2014

gq-logoEquifax needed to communicate significant changes to its employee medical plans and wellness incentives. Specifically, the company would eliminate its long-standing HMO plan and introduce a new, consumer-driven health plan (CDHP) with Health Savings Account (HSA) that aligned more closely with a culture of shared responsibility and thoughtful health care decision-making. Equifax would also modify its wellness program, reserving certain program incentives for participants of the new CDHP only.

It would not be enough to simply “tell” employees about the changes. To achieve the desired financial results with a minimum of backlash, Equifax would need to educate, engage and equip employees to make informed enrollment choices and understand the business rationale behind the changes. To address these concerns, Equifax partnered with Towers Watson to develop and implement a strategic and creative Benefits Enrollment campaign, “It’s My Move,” that would yield measurable results.


Leslie Weekley

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