A campaign built with community in mind.
The insight driving our creative approach was simple but important: this audience was cynical, financially stressed, and tired of being spun. So we didn't. The campaign led with honesty—acknowledging the real pressures people were facing while making the case that Community Health Options, as Maine's only nonprofit health plan, was different from the national carriers. Local. Independent. On your side.
Before a single piece of content was created, we did the work of understanding who we were actually talking to. Working closely with Community Health Options, we developed a series of five personas that mapped the full range of people navigating open enrollment— from cost-stretched families and frustrated former subsidy recipients, to people managing chronic conditions, pre-retirees bridging to Medicare, and younger Mainers skeptical that health insurance was worth it at all.
That persona work became the strategic backbone of everything that followed. Because in a year when premiums were rising and trust was low, generic messaging wasn't going to move anyone. We created assets for both the group and individual markets, centering on that key message of local community connection—the kind that a national carrier simply can't claim.
Digital Video :30 - Individual and Group
Collateral & Print Materials
