Role
Strategy, Video Production, Graphic Design, and Mixed Media Campaign
LANGUAGES
ENGLISH + SPANISH
The Challenge
HealthSource RI has been offering health insurance plans from the state’s top providers at the lowest cost for individuals, families and businesses in Rhode Island since 2013. Our campaign strategy was to personalize health insurance and make it relatable with human stories: a young millennial needing coverage for the first time, small business owners with growing staff needs or a young couple starting a family. We built a campaign focused on HealthSource RI’s unique value proposition with approachable illustrations, simple messaging and a whimsical tone — that would work in two languages — to take the scare out of finding healthcare coverage and present HealthSource RI as the clear choice for affordable health insurance in Rhode Island.
Not only did HealthSource RI require a marketing campaign that showed the value of their “marketplace” approach to finding high-quality coverage in a crowded provider market, but also impart on consumers the importance of having healthcare coverage even when not required to by law.
The Solution
We developed a comprehensive campaign for the Open Enrollment period with messaging focused on HealthSource RI’s value and affordability. The Open Enrollment campaign’s guiding message was simple: HealthSource RI offers health insurance plans from Rhode Island’s top providers at the lowest cost.
The campaign was designed to personalize health insurance and make it relatable with “everyday life” stories. Custom illustrations, accompanied with simple, whimsical messaging, made the idea of healthcare coverage more approachable, particularly when engaging consumers across social platforms.
