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New benefits, new benefit communication.
This is the philosophy that American Express adopted when it overhauled its benefit offerings last year.
Out went the old benefit communications and in came an entirely new and fun approach. The old communication "had no identity at all," said Arleane Soto Baltrusitis, vp-benefits and health services for American Express in Parsippany, N.J.
This new approach garnered the company a Best of Show in the total benefits program category in the Business Insurance 2001 Employee Benefits Communication Awards competition.
The campaign got under way with a pamphlet mailed to all 60,000 American Express employees' homes in August and September of 2000. This artistic and colorful one-page document alerted employees to major changes in the company's health, dental and life insurance plans. It also introduced employees to the campaign's theme-"It Works...