When looking at the challenges we face as a nation, it’s easy to wonder, “What can one person – or one company – do to change problems this huge or systemic?”

Social responsibility is one way companies increasingly make a profound impact on the well-being of communities where their employees work and live.  When companies leverage their human, financial and technical resources to affect community growth and development – no matter the cause – the results can be remarkable.

UnitedHealth Group’s commitment to social responsibility encompasses the common ground shared by our business interests and the interests of our customers. We strive to make a difference in three ways:

1. Health – improving access to quality health care and prevention services
2. Education – preparing students to live healthy and productive lives, and training the next generation of health professionals
3. Community service – improving our employees’ and customers’ communities through hands-on involvement

We use these criteria to narrow our focus and maximize our results. Then we look for others who are as passionate about and committed to long-term change as we are – and who can bring complementary skills to the task. This year, along with our partners, we are working on two innovative programs that we hope will make a difference to last a lifetime.

Creating One Healthier Community

The AARP^®/Blue Zones^® Vitality Project, sponsored by United Health Foundation, is an innovative, research-backed project designed to improve the health and projected life expectancy of people who live and work in Albert Lea, Minn. The goal is to add 10,000 years of projected life expectancy through environmental and individual changes.

This is an unprecedented citywide health makeover, designed to help residents take charge of their health and live longer by adopting practices from the world’s longest-lived populations.

The approach was inspired by the bestseller from Dan Buettner, The Blue Zones: Lessons for Living Longer from the People Who’ve Lived the Longest. Buettner is the project leader. The program also is tapping other national experts in key fields: pediatric health promotion and obesity prevention, civic planning (making cities more walker- and biker-friendly), “mindful eating,” and smoking cessation, as well as personal coaches.

The Vitality Project is leveraging volunteer leaders and community members to roll out activities that create a healthier environment in Albert Lea. Some of the strategies include a “walking school bus” that uses volunteers to walk children to school as a group, community gardens, healthy cooking classes, and personal coaching programs that help individuals live a purpose-filled life. Residents can use online resources to track their progress and get tangible tips for better living such as not having a TV in a child’s bedroom (which is thought to increase rates of obesity) and planning meals with a longevity food list. As a result of these small changes, the average life expectancy of an Albert Lea citizen already increased 3.1 years.

The hope is that this 10-month pilot, which has spawned additional programs in Albert Lea, can be replicated in other towns and cities, making healthy habits part of everyday life – one community at a time.

For more on this effort, visit www.aarp.org/bluezonesproject.

Inspiring Innovation to Prevent Childhood Obesity

While the Vitality Project reaches narrow and deep, UnitedHealth HEROES aims broad and wide. This three-year social responsibility program was developed with Youth Service America (YSA), an expert in service-learning – or “learning through service to others.” There are two parts to this collaborative effort.

The first is an educational module called “First Responders: Youth Addressing Childhood Obesity.” Its goal is to help teachers, students in the health profession, and others in community and youth organizations encourage middle and high school students to take positive action. The program explores real-world issues and addresses factors that contribute to childhood obesity. The module can be downloaded for free at www.SemesterOfService.org.

The second part is to offer microgrants of up to $1,000 for hands-on projects that address childhood obesity – and are developed by young people, educators, and youth leaders. Here are a few of the programs being supported:

• A Florida elementary school designed and built three wellness trails on its campus with fitness stations for students.
• A youth-led traveling theater group in California performed an original play about childhood obesity, followed by a discussion of the issue with its audience.
• Students in South Carolina started “Fresh Fridays” in their cafeteria, with young volunteers educating more than 600 peers on the science behind healthy eating while sharing informational materials and healthy snack bars.

Overall, HEROES launched 100 innovative projects to start bike and walking clubs, offer health fairs, and demonstrate healthy food choices in their communities in conjunction with YSA’s Global Youth Service Day this past April. Each group tried to measure the impact of its activities based on increased awareness, engagement, changed behaviors or other relevant metrics.  For a complete list of the winners, visit 2009 Heroes Winners.

Creating a Ripple

At UnitedHealth Group, we truly believe in the ripple effect. Both the Vitality Project and HEROES will affect not only those who participate, but are designed to inspire their families, friends and coworkers – and others who hear about these programs – to live healthier lives. Seeing the results and hearing the stories shows how a clear vision and passionate, collaborative efforts are making a tangible difference.