Unexpected
Maryland Health Connection / Broadcast Video, Social, Radio, OOH
Roles: Concept, Art Direction, Production Oversight, Graphic Design
Designed to reach uninsured individuals who skip open enrollment thinking their good health makes coverage unnecessary, this initiative directly addressed perceptions of high cost and invincibility. To prove that coverage can be both essential and budget-friendly, the strategy bypassed heavy-handed scare tactics in favor of lighthearted humor. The creative used relatable, unexpected life moments to reframe health insurance as an accessible, common-sense necessity.
Results:
Record-breaking 182,166 enrollments
3% increase among Black Marylanders
9% increase among Hispanic Marylanders
Goal 30s
Sweat Pea 30s
Gol 30s
Social
We crafted static social posts using exaggerated, humorous, and relatable scenarios to prompt our audience to reconsider health insurance, reminding them that life's unexpected moments happen to anyone.
OOH
We crafted OOH ads on buses, billboards, and in stores across Maryland. We created videos featured in the checkouts of local grocery stores to reach our broad audience.
Content Creators
We collaborated with local Maryland influencers—including professional athletes and content creators—and produced organic TikTok videos for our newly launched page to encourage sign-ups for health insurance.
Team
Account Partner Melissa Morales
SVP Creative Director Phillip Allen
VP Associate Creative Director Joe Brener
Art Director Stephanie Flores
Designer Isaiah Walker
Awards
Anthem Awards | Gold Health: Public Health, Product, Innovation, or Service.
AMA Baltimore MX | Grand MX Campaign of the Year
AMA Baltimore MX | Best Marketing Campaign of the Year
Hermes Creative Awards | Platinum Government Video
Hermes Creative Awards | Platinum Advertising Campaign
Summit Creative Awards | Gold Government Video