The strongest brands are the ones whose employees believe in the mission — and live it outside the office.

Highmark Wholecare had a bold philosophy: whole-person health. But what would that look like outside clinical walls? How could they show up in neighborhoods, not just inboxes and ad buys?

The CSR team had partnerships and passion, but engagement was fragmented. Volunteer efforts lacked visibility. Local nonprofits needed more than money — they needed hands, time, and genuine collaboration.

We aligned WPXI 11 Cares media with the internal volunteer program, creating synergy between communications, HR, and nonprofit partners. Visibility soared.

Media deliverables include:

• Television: The Importance of Volunteering with Highmark Wholecare

• Television: Hundreds of people turn to Pittsburgh-area event collecting hard-to-recycle items

Return on Investment

Record employee volunteer participation in Pack the Bus, Recycle events and Food Drives. Expanded media coverage on local channels. And a culture shift inside the office — where giving back wasn’t a box to check, but a badge of pride.