Do Your Possible
The picture of health was wrong. Health insurance companies have traditionally aligned their brands with idealized depictions of health and wellness. But with years of experience in talking to federal employees (a group with a high degree of skepticism), we knew we’d have to do something to connect more authentically.
Do Your Possible was launched as a celebration of the American spirit, paying homage to the everyday victories, and even failures, that affect us all. The campaign sent the message that GEHA is about helping you achieve progress, not perfection, giving our audience a brand that, for once, felt like it was truly on their side.