EmblemHealth Encourages New Yorkers to Get Healthy by Taking “Small Steps”


August 7th, 2014

Living healthier is a journey—that’s the message at the core of EmblemHealth’s new community marketing campaign, “Official Sponsor of Small Steps.” The integrated campaign is designed to reach and resonate with millions of New Yorkers. Engaging tools, tips and resources will help them take small but meaningful steps towards healthier living right in their communities.

“This campaign is exciting because it gives all New Yorkers the tools they need to live a healthier life,” says Tara Back, President of Jack Morton, EmblemHealth’s brand experience agency of record. “Breaking down the goal of healthier living into ‘small steps’ makes what could be overwhelming, very accessible. That’s the nature of the campaign.”

“Everyone has different health and wellness needs,” said David Flemister, Director of brand strategy and community marketing, EmblemHealth. “As the Official Sponsor of Small Steps, we have established a diverse range of classes, neighborhood events, healthy activities, at home resources and an interactive app to give every New Yorker simple, manageable tools for healthier living.”

Jack Morton’s New York office is the lead agency behind “Official Sponsor of Small Steps,” a fully integrated campaign to help differentiate EmblemHealth from other health insurance companies and showcase EmblemHealth as a health and wellness company. The initiative consists of live events, green market sponsorships, free city-wide classes, as well as print, digital, out of home and radio advertising—plus a unique New York City health and wellness app.

The main highlights of the multimedia campaign include:

  • Free, neighborhood-based fitness and nutrition programs with classes offered in Flatbush, Bed-Stuy, Jackson Heights, Washington Heights and Manhattan Chinatown, green market sponsorships and cooking demonstrations with local chefs sharing healthy, seasonal recipes.
  • Any K Walk/Run: On July 13, people of all ages across the five boroughs came together to take small steps toward a healthier lifestyle and achieved the goal of taking one million small steps in a single day, together.
  • “Small Steps to a Healthier You” App: A local guide to healthy resources throughout NYC that motivates users to take small steps towards healthier living. Content includes a pedometer, water tracker, wellness resources, healthy eating resources and locations, a wide range of fitness classes and special events. Encouraging messages and a wide range of actionable tips are included in the app with fun badges to reward the user for taking small steps. The “Small Steps to a Healthier You” app is available at smallsteps.emblemhealth.com, the iTunes app store or Google Play.

For additional information regarding the EmblemHealth Small Steps campaign, please visit smallsteps.emblemhealth.com.

Interviews with Jack Morton creatives are available upon request.


About EmblemHealth

EmblemHealth, Inc., through its companies Group Health Incorporated (GHI) and HIP Health Plan of New York (HIP), provides quality health care coverage and administrative services to approximately 3.4 million people. Groups and individuals can choose from a variety of PPO, EPO and HMO plans, as well as coverage for prescription drugs and dental and vision care. EmblemHealth offers a choice of networks, including quality doctors and other health care professionals throughout the region, leading acute care hospitals across the tri-state area, and physicians and hospitals across all 50 states. For more information, visit www.emblemhealth.com.