For many small businesses, the words “employee benefits” mean complicated and costly healthcare. Sun Life was out to improve this system, and become the positive voice in the category. We created the “Wake Up” campaign to remind people that benefits protect what we love about our lives. As a kickoff, we filled the Boston TD Garden with Sun Life employees to share their personal stories. We partnered with Forbes, Harvard Business Review and Psychology Today to publish content across paid, owned and earned media. On the day the Affordable Care Act launched, we hosted the Wake Up Summit—a unique webcast to brokers and HR directors to shed sunlight on a complicated healthcare system.