Vitality is a leading health and life insurance company, with 1 million UK customers alone. Its approach is to empower its customers to take control of their wellness and develop long-term healthy habits. Vitality took the lead in the FT partnership with the support of Ping-An Insurance and John Hancock. All companies in the partnership aligned themselves with the project providing advertising and branding for the FT’s UK, Asia and US editions. Vitality wanted a campaign with a three-fold objective:
- to increase trust and perception of the Vitality brand.
- to drive awareness among the audience of the Healthiest Workplace initiative: A survey to measure trends in employee health and best practice.
- to increase employers’ understanding of the importance of workplace health.
Each spring FT Health at Work runs a burst of content on workplace health issues alongside a call to action for employers to participate in the Healthiest Workplace Survey. The FT audience helps deliver a large variety and quantity of senior executives from different industries to take part. In the autumn key data and analysis from the survey is published in the FT Health at Work magazine, with extra content published on the FT.com microsite. Vitality and its overseas partners provide their commentary on the results and trends, and other details of their products and services using advertisements. Vitality time this with an awards and thought leadership event for the survey participants so to engage with existing and potential customers. The winners of the awards are then published in FT’s Health at Work Special Report, alongside numerous health in the workplace related articles. Each year a marketing campaign to promote FT Health at Work includes print adverts in the FT newspaper, carousel ads on FT.com, reader news alert emails, and organic and paid social promotion with each burst reaching an audience of over 2.5 million.
The FT published a series of Special Reports with articles in an annual magazine and a dedicated ‘always-on’ microsite both entitled FT Health at Work. The content looks at health issues in the workplace and sources data and learnings from the Healthiest Workplace Survey, a study with oversight from senior policy makers, chief medical officers, academics, industry leaders and a senior FT Editor. A global marketing campaign promoted the project to Vitality’s target audience. The FT published a video of Andrew Jack, FT’s Global Education editor, discussing ‘Wellness at work: what can you and your employer do to improve your health?’ with Shaun Subel, Vitality’s Director of Global Health Research and Dame Carol Black, British Medical Practitioner.
Now five years on since the partnership was established over 800 employers and many thousands of employees participate in the Healthiest Workplace Survey; and millions of FT readers have enjoyed reading the FT Health at Work content. The Ping An Health Vitality program is a groundbreaking innovation that provides a built-in wellness solution for employers. The program is based on the internationally acclaimed Vitality program that covers over six million lives in the United States, the United Kingdom, South Africa and now China. This editorially led special report provided a trusted environment that allowed Vitality to increase their brand perception and drive awareness of their healthy workplace initiatives.
'From my perspective, the FT has been an exceptional partner … elevating the rigour and standard of the reporting on Healthiest Workplace (research) through the FT Health at Work publication, and creating what we believe is the reference document on workplace health in the UK… (the FT) has been highly engaged and has helped to shape our thinking on many issues over the years…. and gone considerably beyond what we would expect of a media partner.' Shaun Subel, Vitality’s Director of Global Health Research