Historically, the objective of the Connexus Annual Report had been to celebrate news and achievements that transpired over the course of the year.
But as we all know, 2020 wasn’t a typical year.
In the face of the worst global pandemic the world had ever seen, it felt disingenuous and insensitive to employ a celebratory tone.
The solution? Lead with empathy and transparency.
In doing so, I told a genuine story of 2020 — how in a time of unprecedented crisis, Connexus acted with integrity, prioritized its staff and members, and continued to grow and thrive.
This approach balanced an honest acknowledgment of the hardships of 2020 with the hope gleaned from Connexus’ resilience and commitment to members and core values. The theme, 2020 Vision: Members in Focus, highlighted how in a dark time of uncertainty, focusing on members, their needs, and their financial goals gave Connexus vision, direction, purpose, and ultimately, led to growth and success.