I think this is an excellent move on Guardian's part. Like it or not, we live in a culture obsessed with celebrity. If Coke, Nintendo and prescription drug companies can hire celebrity spokespeople to spur sales, I see nothing wrong with benefits providers doing it -- especially given that the benefits decisions consumers make are much more serious than selecting a soft drink or video game. If putting Mia Hamm's face on the issue can encourage employees to devote more time and consideration to their benefits elections (now somewhere in the neighborhood of 30 minutes, research shows), I say it's all good things. (Full disclosure: I am a big fan of Mia Hamm; my daughter is named for her.) :)
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