How do you create an effective mass-market campaign for an audience of hundreds of thousands – without sacrificing creativity?
That challenge was successfully addressed by Libretto – working in collaboration with our creative partner, Tank Design – when tasked with creating ads for Network Health (now part of Tufts Health Plan), which provides high-quality, affordable care to Massachusetts residents.
Our concept involved using bandages to transform the negative emotions associated with being uninsured into positive statements, while simultaneously demonstrating how health coverage changes people’s lives for the better. In order to reach a broad audience, these messages were delivered in both English and Spanish. The result was a memorable, high-profile campaign that was prominently displayed around Boston via billboards and public transit.