Brand Storytelling: On the Frontlines with Mikey Kay

At the height of the COVID-19 pandemic, GE Healthcare became the focus of intense media coverage. With challenging situations come remarkable stories, and nowhere has that been more apparent this year than in the healthcare industry. Using elements of storytelling and brand journalism, GE Healthcare created a video series - On the Frontlines with Mikey Kay - that showed how GE and frontline workers were responding to the crisis. With 42 videos produced over 42 days in the first season, the campaign was one of the most successful in the company’s history.