From the Nominator

"UC offers generous health and welfare benefits to over 200,000 faculty, staff, retirees, and family members. The annual Open Enrollment communications campaign is an important opportunity to help our audiences make sound benefits choices and demonstrate UC’s commitment to its workforce. 

Over the years, information overload has frustrated audiences and obscured key information and messages. Beginning in 2020, Internal Communications embarked on a multi-year strategy to reset our open enrollment communications, including a redesign of our open enrollment website and mailed print materials. We piloted our new approach to open enrollment communications in 2020 with redesigned print materials for faculty and staff. In 2021, we extended our scope to print materials for retirees and the Open Enrollment website. Colorful, easy-to-digest double gatefold brochures highlighting changes, choices, and costs replaced text-heavy 16-20 page booklets. Supporting information (including legally required notices) was moved to separate black and white information booklets, mailed with the brochure in a custom-designed envelope. 

Professionals who work closely with faculty, staff, and retirees (such as benefits managers, retirement center directors, and retiree and emeriti association leaders) reported widespread approval and appreciation for the new approach. The open enrollment website was redesigned to be fully responsive, accessible, and visually engaging, with simplified navigation to direct users to the information they need most. Despite a shortened enrollment period, the website’s audience grew from 76,000 visitors before the redesign to over 100,000 visitors after, with a 35% increase in new users."

From the Judges

Kudos to the University of California for bringing the dull, dry, and oftentimes confusing process of open benefits enrollment to life! This campaign sets a new standard for Human Resources Offices worldwide. Not only does it apply a colorful and bold approach to materials rarely given much thought or attention, but it also shows a higher level of caring for the health and well-being of employees looking for guidance and clarity when making important healthcare decisions.