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Preston Kelly and UCare Hit the Streets to ‘De-Complicate’ Health Plans for Minnesotans In New Ad Campaign

Agency News | August 1, 2018 | 2 min read

MINNEAPOLIS, July 26, 2018 ─ Health plan provider UCare leverages the power and passion of its exceptional employees in its latest ad campaign, created by Minneapolis agency Preston Kelly and directed by Patrick Pierson through DriveThru Productions.

The campaign features a new tagline and logo to celebrate UCare’s hard-working employees – and how their personal service helps Medicare, Medicaid, individual and family health plan members to understand their health coverage and maximize their benefits.

“The strength of UCare has always been our extraordinary employees,” says Ghita Worcester, Senior Vice President of Public Affairs and Chief Marketing Officer. “We’re proud to be powered by the hardest-working people in the industry and highlight them in our new campaign. Every day, our team strives to de-complicate, advocate and go the extra mile to help our members.”

The ad campaign follows UCare’s “health plan figure-out-ers” and “de-complicators” on five-person bikes as they travel the state visiting with members to help them understand their health coverage.

The quint bike was created to demonstrate the UCare spirit of collaboration. It also shows how earnest and hardworking the employees are in going the distance to benefit their members. It’s a hallmark of the 30-year old organization’s go-getter attitude.

“The ‘people powered health plans’ campaign brings to life how UCare gets out there and sweats to benefit its members,” says Preston Kelly Creative Director Chris Preston. “The employee’s drive to simplify and de-complicate health plans is a key differentiator for UCare – it’s something we think that the other health plans wouldn’t or couldn’t do.”

The campaign is airing on regional TV, radio, print, out of home and digital through the summer. The TV ads are available on UCare’s YouTube channel. Fourteen actual UCare employees were cast to train and ride the quint bikes all over Minnesota for the campaign.

The bike and UCare employee “de-complicators” will appear at community events throughout the summer and fall, including the Minnesota State Fair.

About UCare

UCare ( is an independent, nonprofit health plan providing health care and administrative services to more than 400,000 members throughout Minnesota. UCare partners with health care providers, counties, and community organizations to create and deliver:

  • National Committee for Quality Assurance (NCQA)-accredited plans for Minnesotans shopping on MNsure.
  • Coverage for adults with disabilities.
  • MinnesotaCare and Prepaid Medical Assistance programs across the state.
  • Medicare plans with an “Excellent” NCQA rating, and a partnership with Essentia Health in northern Minnesota.
  • Programs for older Minnesotans with Medical Assistance, or with both Medical Assistance and Medicare.

UCare addresses health care disparities and care access issues through its UCare Foundation grants and a broad array of community initiatives. UCare has received Top Workplaces honors from the Star Tribune for eight consecutive years since the rankings began in 2010.