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Highmark Healthy High 5

Highmark Healthy High 5

Cause Branding

OVERVIEW

Highmark and the Highmark Foundation retained Cone to develop a signature cause platform to focus their philanthropy to impact an important social issue within the 49 Pennsylvania counties serviced by Highmark.

PROGRAM ELEMENTS

Cone identified children’s health promotion as a significant issue in which Highmark, through a $100MM contribution to its Foundation, could make meaningful and measurable impact. Together, the Highmark Foundation and Cone created Highmark Healthy High 5, a five-year, $100MM initiative of the Highmark Foundation to promote healthy habits in children and adolescents ages 6-18 to ensure that they lead longer, healthier lives. Launched in September 2006, Highmark Healthy High 5 is a critical, multi-year investment that provides support for evidence-based programs to address five critical children’s health issues, including nutrition, physical activity, self-esteem, grieving and bullying.

RESULTS

Social and business benefits include:

  • Engaged more than 800 school administrators and educators in the program
  • Implemented at more than 325 schools
  • Tripled the number of Highmark Healthy High 5 School Grants in first two years of the program
  • Secured national and regional media covered of the Healthy High 5 launch event; the program has gained more than 300 print, broadcast and online stories to date
  • Aired Healthy High 5 TV spot in Pennsylvania homes and movie theaters
  • Implemented in all 49 counties of Highmark’s service area and has reached more than 600,000 children
  • Educated more than 5,000 children at Bounce physical activity event in Pittsburgh