Within Reach
Challenge: Marylanders had been feeling like healthcare was too hard to get. To complicated with everything else going on in life, that it didn’t feel worth taking the time to get it. Our mission was to convince our audience it was actually easier to get than they could even imagine.
Strategy: Our campaign used light humor to tackle the shared feeling that some of life's daily victories are "out of reach." The strategy hinged on quick, relatable moments, using snappy camera work and gags to draw the audience in. Each vignette led to a satisfying reveal, showing that these moments were actually achievable. The message was delivered across channels, including TV, OOH, radio, and social platforms, to meet our audience wherever they were.
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Maryland Health Connection
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Phillip Allen, Creative Director
Allie Babin, Senior Copywriter
Stephanie Flores, Art Director -
Photoshop, Illustrator, InDesign
Home Stretch
Arm’s Length
Radio
We used radio to convey our message further in both English and Spanish to reach out audience further. It used native Spanish speakers for that cultural connection. The add further illustrated the thought process of something feeling “impossible to reach” but Maryland saying it’s just at your finger tips.