Calm in the Chaos
Challenge: Marylanders feel they don’t need health insurance because it’s too expensive, they believe don’t need it, or life is too crazy to worry about getting it. The goal was to convince our audience to sign up with low-cost options.
Strategy: This campaign used health insurance to take some of the crazy off Marylanders’ plates. We know life can be crazy. Whether planning for a new baby, getting laid off, or moving to a new state, life can feel chaotic, but MHC can help alleviate the stress. The campaign illustrated moments of chaos through different assets, alleviated by having health insurance.
Results:
Nearly 214,000 Marylanders enrolled in a private health plan—a 17% increase
Black enrollment is up 33%
Hispanic enrollment up 30%
Young adult enrollment up across categories
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Maryland Health Connection
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Phillip Allen, Creative Director
Stephanie Flores, Art Director
Allie Babin, Copywriter
Olivia Widel, Designer
Isaiah Walker, Designer -
Photoshop, InDesign, Illustrator, XD
English
Spanish
Radio Spots
These radio spots targeted the general Maryland population and a Commander’s fan base. We wanted to reach our younger audience and our older traditional radio listeners.
