The Challenge   My challenge was to design a comprehensive , integrated print and digital HR campaign for   a Fortune 100 company with over 100,000 employees . 

 In partnership with my client , their HR and outside vendors I was tasked with creating an   appealing , response - related campaign that put the emphasis on caring , well - being , and   the value of the company ’s investment in each employee ’s health care package . 

 The campaign was for their annual enrollment , a period of time when employees can make   critical changes to their elected health beneﬁts . Until this point , my client had communicated   with it ’s eligible employees in numerous ways over its 50 + years as an organization , describing   what options they would have for their beneﬁt program , and what new changes there would   be . The employees were hoping for simpler , less complicated materials that were also fresh   and modern , while still within their brand standards . 

 The Selection I chose the Storytelling tool ( from Module two ) because I wanted to make an emotional narrative   ( life , family , retirement ) that ran through the entire system — I wanted the story and the various   plan options to be presented in logical and engaging way . 

 To quote Gonzalo Hernandez ( from Module two ) , “ What I think storytelling does , is it brings a different   element .   Storytelling says it ’s not about the list of things we have to do , it ’s about the   connection   that we give to people about a   piece of information that we 're trying to share . ” 

 That “ story ” would make a connection between the employees and their health plans by talking   about their lives and families , how we all change and grow , and how our health beneﬁt needs   may have changed since the previous year . 

 Application Before designing anything , I conducted an ethnographic study ( similar to The Good Kitchen   Story from Module one ) and interviewed 100 employees of different ages , diverse job titles and   work environments that ranged from ofﬁce and factory , to laboratories and clandestine military   locations . I created personas and empathy maps for 10 of the 100 and received a broad idea of   who the employees were and what they needed from their company in terms of health care   coverage and the cost to them . We wanted the communications to be created from their point   of view , not from the company ’s point of view . After all , these communications would be created   for the employees , from the company . 

 I found no matter what job environment each employees held , they each had the same common   needs . Some employees wanted their same - sex domestic partner to be recognized , while others   were concerned about their paycheck contributions , deductibles and HSA , to name a few . But   mostly , employees wanted the plans to be ﬂexible , to grow , change and evolve with them and   their needs . So that they would have the right coverage for their family , even if they were single .   As such , we named the campaign , “ You live . You grow . You change . ” … with subhead copy   that was prone to such messaging as , “ Your health plan needs are just like you . ” 

 As I mentioned , the employees wanted the health care options to be presented in a simple ,   concise , and step - by - step way . They wanted to know what was new , what plan options there   were , what the costs were , and how to enroll in a simplistic , easy way from their home computer   or even their mobile device — which had n’t been done before . 

 Insight I reviewed the fundamental four design thinking questions What is ? What if ? What wows ? and   What works ? After applying design thinking to this problem , I did my research , brainstormed ,   developed design concepts , and prototyped mock - up materials for a focus group . I found that   by using the Storytelling tool , I was able to tell that written story and connect it with a great   narrative , simple layouts , graphic elements , iconography and stunning photos using a diverse   group of real employees . The results of the focus group went well and I began building the   materials with a clear direction . 

 Approach After the materials of the project were printed and the digital pieces were published , I was able   to reﬂect on how the process went . 

 The next time I would like to try the Visualization tool ( from Module one ) , or the Mind Mapping   tool ( from Module three ) to potentially see the employees needs through a different lens . I think of   the MeYouHealth video featuring the work of Chris Cartter and Essential Design — which would   potentially achieve a different outcome — I am fascinated to see what that would look like . 

 To conclude , I am glad I used the Storytelling tool on a project of this magnitude . And like   a good brand , it provided me the structure I needed to create each piece from start to ﬁnish .   The campaign was a success , the materials were cohesive and the connective thread was   effective throughout the system . The employees responded well to the campaign and the   enrollment increased by 30 % from the previous year . Whether the connection was from a   postcard in the mail , a brochure , or a website , I found that the Storytelling tool was the   best method available to me . 

 The Challenge   My challenge was to design a comprehensive , integrated print and digital HR campaign for   a Fortune 100 company with over 100,000 employees . 

 In partnership with my client , their HR and outside vendors I was tasked with creating an   appealing , response - related campaign that put the emphasis on caring , well - being , and   the value of the company ’s investment in each employee ’s health care package . 

 The campaign was for their annual enrollment , a period of time when employees can make   critical changes to their elected health beneﬁts . Until this point , my client had communicated   with it ’s eligible employees in numerous ways over its 50 + years as an organization , describing   what options they would have for their beneﬁt program , and what new changes there would   be . The employees were hoping for simpler , less complicated materials that were also fresh   and modern , while still within their brand standards . 

 The Selection I chose the Storytelling tool ( from Module two ) because I wanted to make an emotional narrative   ( life , family , retirement ) that ran through the entire system — I wanted the story and the various   plan options to be presented in logical and engaging way . 

 To quote Gonzalo Hernandez ( from Module two ) , “ What I think storytelling does , is it brings a different   element .   Storytelling says it ’s not about the list of things we have to do , it ’s about the   connection   that we give to people about a   piece of information that we 're trying to share . ” 

 That “ story ” would make a connection between the employees and their health plans by talking   about their lives and families , how we all change and grow , and how our health beneﬁt needs   may have changed since the previous year . 

 Application Before designing anything , I conducted an ethnographic study ( similar to The Good Kitchen   Story from Module one ) and interviewed 100 employees of different ages , diverse job titles and   work environments that ranged from ofﬁce and factory , to laboratories and clandestine military   locations . I created personas and empathy maps for 10 of the 100 and received a broad idea of   who the employees were and what they needed from their company in terms of health care   coverage and the cost to them . We wanted the communications to be created from their point   of view , not from the company ’s point of view . After all , these communications would be created   for the employees , from the company . 

 I found no matter what job environment each employees held , they each had the same common   needs . Some employees wanted their same - sex domestic partner to be recognized , while others   were concerned about their paycheck contributions , deductibles and HSA , to name a few . But   mostly , employees wanted the plans to be ﬂexible , to grow , change and evolve with them and   their needs . So that they would have the right coverage for their family , even if they were single .   As such , we named the campaign , “ You live . You grow . You change . ” … with subhead copy   that was prone to such messaging as , “ Your health plan needs are just like you . ” 

 As I mentioned , the employees wanted the health care options to be presented in a simple ,   concise , and step - by - step way . They wanted to know what was new , what plan options there   were , what the costs were , and how to enroll in a simplistic , easy way from their home computer   or even their mobile device — which had n’t been done before . 

 Insight I reviewed the fundamental four design thinking questions What is ? What if ? What wows ? and   What works ? After applying design thinking to this problem , I did my research , brainstormed ,   developed design concepts , and prototyped mock - up materials for a focus group . I found that   by using the Storytelling tool , I was able to tell that written story and connect it with a great   narrative , simple layouts , graphic elements , iconography and stunning photos using a diverse   group of real employees . The results of the focus group went well and I began building the   materials with a clear direction . 

 Approach After the materials of the project were printed and the digital pieces were published , I was able   to reﬂect on how the process went . 

 The next time I would like to try the Visualization tool ( from Module one ) , or the Mind Mapping   tool ( from Module three ) to potentially see the employees needs through a different lens . I think of   the MeYouHealth video featuring the work of Chris Cartter and Essential Design — which would   potentially achieve a different outcome — I am fascinated to see what that would look like . 

 To conclude , I am glad I used the Storytelling tool on a project of this magnitude . And like   a good brand , it provided me the structure I needed to create each piece from start to ﬁnish .   The campaign was a success , the materials were cohesive and the connective thread was   effective throughout the system . The employees responded well to the campaign and the   enrollment increased by 30 % from the previous year . Whether the connection was from a   postcard in the mail , a brochure , or a website , I found that the Storytelling tool was the   best method available to me . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: The Challenge   My challenge was to design a comprehensive , integrated print and digital HR campaign for   a Fortune 100 company with over 100,000 employees . 

 In partnership with my client , their HR and outside vendors I was tasked with creating an   appealing , response - related campaign that put the emphasis on caring , well - being , and   the value of the company ’s investment in each employee ’s health care package . 

 The campaign was for their annual enrollment , a period of time when employees can make   critical changes to their elected health beneﬁts . Until this point , my client had communicated   with it ’s eligible employees in numerous ways over its 50 + years as an organization , describing   what options they would have for their beneﬁt program , and what new changes there would   be . The employees were hoping for simpler , less complicated materials that were also fresh   and modern , while still within their brand standards . 

 The Selection I chose the Storytelling tool ( from Module two ) because I wanted to make an emotional narrative   ( life , family , retirement ) that ran through the entire system — I wanted the story and the various   plan options to be presented in logical and engaging way . 

 To quote Gonzalo Hernandez ( from Module two ) , “ What I think storytelling does , is it brings a different   element .   Storytelling says it ’s not about the list of things we have to do , it ’s about the   connection   that we give to people about a   piece of information that we 're trying to share . ” 

 That “ story ” would make a connection between the employees and their health plans by talking   about their lives and families , how we all change and grow , and how our health beneﬁt needs   may have changed since the previous year . 

 Application Before designing anything , I conducted an ethnographic study ( similar to The Good Kitchen   Story from Module one ) and interviewed 100 employees of different ages , diverse job titles and   work environments that ranged from ofﬁce and factory , to laboratories and clandestine military   locations . I created personas and empathy maps for 10 of the 100 and received a broad idea of   who the employees were and what they needed from their company in terms of health care   coverage and the cost to them . We wanted the communications to be created from their point   of view , not from the company ’s point of view . After all , these communications would be created   for the employees , from the company . 

 I found no matter what job environment each employees held , they each had the same common   needs . Some employees wanted their same - sex domestic partner to be recognized , while others   were concerned about their paycheck contributions , deductibles and HSA , to name a few . But   mostly , employees wanted the plans to be ﬂexible , to grow , change and evolve with them and   their needs . So that they would have the right coverage for their family , even if they were single .   As such , we named the campaign , “ You live . You grow . You change . ” … with subhead copy   that was prone to such messaging as , “ Your health plan needs are just like you . ” 

 As I mentioned , the employees wanted the health care options to be presented in a simple ,   concise , and step - by - step way . They wanted to know what was new , what plan options there   were , what the costs were , and how to enroll in a simplistic , easy way from their home computer   or even their mobile device — which had n’t been done before . 

 Insight I reviewed the fundamental four design thinking questions What is ? What if ? What wows ? and   What works ? After applying design thinking to this problem , I did my research , brainstormed ,   developed design concepts , and prototyped mock - up materials for a focus group . I found that   by using the Storytelling tool , I was able to tell that written story and connect it with a great   narrative , simple layouts , graphic elements , iconography and stunning photos using a diverse   group of real employees . The results of the focus group went well and I began building the   materials with a clear direction . 

 Approach After the materials of the project were printed and the digital pieces were published , I was able   to reﬂect on how the process went . 

 The next time I would like to try the Visualization tool ( from Module one ) , or the Mind Mapping   tool ( from Module three ) to potentially see the employees needs through a different lens . I think of   the MeYouHealth video featuring the work of Chris Cartter and Essential Design — which would   potentially achieve a different outcome — I am fascinated to see what that would look like . 

 To conclude , I am glad I used the Storytelling tool on a project of this magnitude . And like   a good brand , it provided me the structure I needed to create each piece from start to ﬁnish .   The campaign was a success , the materials were cohesive and the connective thread was   effective throughout the system . The employees responded well to the campaign and the   enrollment increased by 30 % from the previous year . Whether the connection was from a   postcard in the mail , a brochure , or a website , I found that the Storytelling tool was the   best method available to me . 

 The Challenge   My challenge was to design a comprehensive , integrated print and digital HR campaign for   a Fortune 100 company with over 100,000 employees . 

 In partnership with my client , their HR and outside vendors I was tasked with creating an   appealing , response - related campaign that put the emphasis on caring , well - being , and   the value of the company ’s investment in each employee ’s health care package . 

 The campaign was for their annual enrollment , a period of time when employees can make   critical changes to their elected health beneﬁts . Until this point , my client had communicated   with it ’s eligible employees in numerous ways over its 50 + years as an organization , describing   what options they would have for their beneﬁt program , and what new changes there would   be . The employees were hoping for simpler , less complicated materials that were also fresh   and modern , while still within their brand standards . 

 The Selection I chose the Storytelling tool ( from Module two ) because I wanted to make an emotional narrative   ( life , family , retirement ) that ran through the entire system — I wanted the story and the various   plan options to be presented in logical and engaging way . 

 To quote Gonzalo Hernandez ( from Module two ) , “ What I think storytelling does , is it brings a different   element .   Storytelling says it ’s not about the list of things we have to do , it ’s about the   connection   that we give to people about a   piece of information that we 're trying to share . ” 

 That “ story ” would make a connection between the employees and their health plans by talking   about their lives and families , how we all change and grow , and how our health beneﬁt needs   may have changed since the previous year . 

 Application Before designing anything , I conducted an ethnographic study ( similar to The Good Kitchen   Story from Module one ) and interviewed 100 employees of different ages , diverse job titles and   work environments that ranged from ofﬁce and factory , to laboratories and clandestine military   locations . I created personas and empathy maps for 10 of the 100 and received a broad idea of   who the employees were and what they needed from their company in terms of health care   coverage and the cost to them . We wanted the communications to be created from their point   of view , not from the company ’s point of view . After all , these communications would be created   for the employees , from the company . 

 I found no matter what job environment each employees held , they each had the same common   needs . Some employees wanted their same - sex domestic partner to be recognized , while others   were concerned about their paycheck contributions , deductibles and HSA , to name a few . But   mostly , employees wanted the plans to be ﬂexible , to grow , change and evolve with them and   their needs . So that they would have the right coverage for their family , even if they were single .   As such , we named the campaign , “ You live . You grow . You change . ” … with subhead copy   that was prone to such messaging as , “ Your health plan needs are just like you . ” 

 As I mentioned , the employees wanted the health care options to be presented in a simple ,   concise , and step - by - step way . They wanted to know what was new , what plan options there   were , what the costs were , and how to enroll in a simplistic , easy way from their home computer   or even their mobile device — which had n’t been done before . 

 Insight I reviewed the fundamental four design thinking questions What is ? What if ? What wows ? and   What works ? After applying design thinking to this problem , I did my research , brainstormed ,   developed design concepts , and prototyped mock - up materials for a focus group . I found that   by using the Storytelling tool , I was able to tell that written story and connect it with a great   narrative , simple layouts , graphic elements , iconography and stunning photos using a diverse   group of real employees . The results of the focus group went well and I began building the   materials with a clear direction . 

 Approach After the materials of the project were printed and the digital pieces were published , I was able   to reﬂect on how the process went . 

 The next time I would like to try the Visualization tool ( from Module one ) , or the Mind Mapping   tool ( from Module three ) to potentially see the employees needs through a different lens . I think of   the MeYouHealth video featuring the work of Chris Cartter and Essential Design — which would   potentially achieve a different outcome — I am fascinated to see what that would look like . 

 To conclude , I am glad I used the Storytelling tool on a project of this magnitude . And like   a good brand , it provided me the structure I needed to create each piece from start to ﬁnish .   The campaign was a success , the materials were cohesive and the connective thread was   effective throughout the system . The employees responded well to the campaign and the   enrollment increased by 30 % from the previous year . Whether the connection was from a   postcard in the mail , a brochure , or a website , I found that the Storytelling tool was the   best method available to me .
### Output: 