On any given day, you could break your toe, get the flu, or be in a spacecraft accident. 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 engaging in non-running track and field events. 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, code W56.21XA will be on your medical record.

We took those real codes and told funny stories of ways people got into the complex health care system, like attempting to use a pool cleaning net as a vaulting pole. And, once they were in the system, we showed how UnitedHealthcare helped make it work better for them.

Period of time: 05/08/2016 to 21/08/2016

Multi-channel custom presence centered on NBCOlympics.com, accompanied by linear TV on NBC, MSNBC and USA.

For the two-week period of the Olympic Games:

• 2.2 MM Total online views (1.2MM earned views)

• 15,100 social actions

• 10,800 searches (90% positive sentiment)

• Engagement score 9.4 (industry average 4.3)

With 67% of category spend, “Pool Vault” achieved 96% digital share of voice.

(Above data from iSpot)