WASHINGTON: GE Healthcare, which launched a global business and marketing initiative called "healthymagination" May 7, is working with Edelman for the US launch. It also enlisted Waggener Edstrom for the Asia and European launches.

Representatives from both firms confirmed involvement with the $6 billion global effort, but declined to go into further detail. GE and Edelman won the PRWeek Corporate Branding campaign of the year in 2006 for a similar-named initiative, Ecomagination.

By 2015, GE plans to invest $3 billion into ...