On any given day, you could break your toe, get the flu, or be in a spacecraft accident. No, really. There’s an actual medical code for each of those.

There’s also a code for falling into an open manhole, hurting yourself intentionally with a paintball gun or experiencing the toxic effects of salt. There are more than 76,000 official ICD-10 codes. They’re used by doctors, hospitals, health insurance companies and public health authorities globally to classify ailments. Each of these “Ways in” has its own code. If you’re bitten by an orca, for example, code W56.21XA will be noted on your medical record.

We took those real codes and used them to tell funny stories of the ways people got into the complex health care system, like encountering cult hero Chuck Norris. And, once they were in the system, we showed how UnitedHealthcare helped make it work better for them.

Period of time: 16/01/2017 to 03/04/2017

Multi-channel sponsorship of SAG Awards, Grammys, Oscars and other events. Cross-channel video (linear and digital), as well as high-impact custom digital units developed for the official sites of these events.

“Lunch vs. Chuck Norris” dominated the category with:

• 13.5MM Total online views (6.3MM earned)

• 49,000 Social actions (Sentiment 89% positive)

• 311,000 Searches

• Engagement score 9.7 (industry average 4.2)