Having been named the #1 Health Care Provider in America for nine years running, Harvard Pilgrim already had a unique point of distinction. To show how they are a true partner with their customers we launched our "Count Us In" campaign. We utilized the semi-inexpensive, yet infinitely deep pool of  "user-generated content" to further demonstrate partnership and explain how they could be counted on as a health partner. More importantly, we just wanted to create work that didn't feel like typical health care advertising.