All for Health. Health for All.
In a time that had become health vs. care, we brought the two together. We took the unassailable high ground. And we found a way to create an explicitly implicit relationship between the two brands. All for Health. Health for All.
Highmark covers screenings for many forms of cancer. But not everyone was taking advantage of that benefit. Our team came up with a solution.
The idea is to give someone you care about a gentle push to get screened. It’s a friendly reminder that comes with love. The resulting "Nudge Kit" includes broadcast, digital and social elements. Included within those tactics are hundreds of ways to subtly—and not so subtly—nudge loved ones to prioritize their health. These include video nudge-o-grams, physical nudge notes, social nudges and nudge-spirations.
The campaign tackles a serious issue and it manages to do so in a playful way. That approach led to a campaign-based microsite that saw the highest traffic ever with 100,000 visitors within the first month of launch.