Founded in 2010, Rally managed to raise more than $55m in the four years before it was acquired by UnitedHealth Group. Now a nationwide movement, the brand has become a model of what healthcare can accomplish when it focuses on the Everest of the industry: patient engagement.
ASPIRATION OF AN ICON
Ryan's work with Rally Health began with a series of scripts to introduce their new brand ambassador—Maria Menounos. The goal was to create vignettes that would highlight specific health-focused messaging points, while blending the positivity of Rally Health and the down-to-earth-ness of Maria.
After an exploration phase to pin down the overarching concept—mixed media, docuseries, duplicating actors—we chose to move forward with a direction we called "Super Support System." The idea being to personify the support of the app with a handful of branded extras.
The Wings program operates in Chicago, Philadelphia, Hong Kong, Shenzhen, and Shanghai, with more initiatives currently in the works.
Charitable organizations can be rather tricky—not just from a legal standpoint, but in terms of social perception. While working on an awareness campaign for the Oregon Community Foundation, Ryan's writing was motivated by a key finding of the market research: In a general way, giving is about empathy—a sense of where a donor’s money is going, and who it’s helping.
Simply put, when it comes to charity, people are often ruled by their hearts—not their heads. And their point of entry is the story being told.
Conceptual Writer, Strategist
Owen Jones & Partners