LSG Sky Chefs was concerned. Analysis of medical claims data showed that men’s health problems, such as heart disease and prostate cancer, were driving claims costs sky-high. The solution? Turn to PartnerComm, who had previously helped them educate employees about health risks.
To appeal to our male audience, we developed a series of 10 “trading” cards. The front of each card asked a sports trivia question. The back of the card revealed the answer, as well as statistics about the athlete. It also listed a health stat for the athlete — a health problem that the athlete either succumbed to or overcame. By incorporating sports figures into this communication, we hoped that men would realize that health problems can plague anyone — even athletes — and that they needed to take steps to protect their health.
The cards accompanied a sports-themed brochure that was divided into three parts: a scorecard of necessary medical tests, a short health quiz and realistic, healthy lifestyle tips.
Our innovative approach paid off. Seventy-five percent of employees surveyed read the brochure. Sixty-one percent kept the cards. Eighty-eight percent took the enclosed personal health assessment.
