This collection of websites serves as a content hub for participants engaged in wellness programs. Weekly, participants have the opportunity to tailor their wellness journey by selecting from available content topics. These websites, complemented by an effective email campaign, not only foster user engagement but also provide a platform for enriching well-being.
Wellness Campaigns at UPMC Health Plan are omni-channel initiatives designed to bolster members' wellness objectives. Each year, there are three campaigns, each spanning either 12 or 4 weeks, that concentrate on distinct aspects of well-being. These campaigns are strategically timed and are characterized by a unique thematic approach.
The creative design for each campaign is exclusively crafted by the creative team, resulting in a distinctive visual identity. This creative material plays a pivotal role in pre-campaign promotion through various means, including emails, newsletter articles, posters, and direct mail pieces. Throughout the campaign, the same creative concept is extended to provide ongoing support for campaign content.
In 2020, I spearheaded the conceptualization and development of the creative for "Weight Race," a campaign centered around weight loss and healthy eating.
Subsequently, in 2021, I took the lead in developing the creative for "Find Your Fitness," a campaign centered on physical activity, as well as "Road to Resilience," which was dedicated to mental health.
For other iterations of these campaigns, I collaborated closely with fellow designers to execute email and web channel tactics, aligning them seamlessly with their creative visions.
The campaign websites serve as hubs of information, supporting participants in their individual wellness journeys. Each week introduces a fresh set of two or three topics, the user selects one of these options to focus on for the week.
A unique feature of the website is its ability to save the user's chosen topic for the week in local storage. This functionality ensures that even as users navigate through past weeks, they encounter the content they previously selected. This approach provides a tailored experience without necessitating a login process.
In addition to the main topics, each week offers a selection of resources that are accessible regardless of the user's chosen topic.
These campaign websites are crafted using the React framework Gatsby. In the most recent iterations, the content is hosted within Sanity CMS, adding a layer of dynamic flexibility to the platform.
These campaigns offer an avenue for continuous iteration due to their consistent structure. As a team, we capitalized on the lessons from preceding campaigns to drive enhancements for subsequent ones. Over the years, the website segment of these campaigns has undergone several iterations and improvements, geared toward enhancing member experiences and streamlining content management and execution processes.
Previous editions of the campaign websites are no longer accessible, but you're welcome to explore the most recent iterations (as of 2022) for each campaign: