diversity marketing
How a strike-out stroke campaign hit a home run.
Client:
North Carolina Department of Health and Human Services
Problem:
At-risk demographics in certain counties of North Carolina had no idea what blood pressure numbers meant. We had to educate the target audience about heart disease and stroke prevention by informing them about proper blood pressure levels and how to identify the warning signs for stroke.
Solution:
We offered a memorable and informative campaign–82% of respondents to a post-campaign survey could describe the television commercials. 92% of respondents said they would immediately call 911 if they experienced stroke symptoms. Awareness of lesser-known stroke symptoms jumped about 25%.
How the seed of a great brand idea took root.
Client:
Molina Healthcare
Problem:
Molina, a Medicaid and Medicare health insurance provider, was growing quickly across the country. We needed to create a brand to unite and position Molina competitively in the national market space and connect Molina with the communities they serve.
Solution:
We found that Molina's key differentiator was in the roots of its family heritage, and the legacy of Dr. Molina. We positioned Molina as your extended family by including internal employees for photos and using a family tree visual. The campaign significantly increased membership growth and internal morale.
How we made the H1N1 vaccine go viral.
Client:
Michigan Department of Community Health
Problem:
TV news was reporting that a new and dangerous strain of flu virus was going to be hitting us in the upcoming flu season. People were concerned about what to do. MDCH wanted to give people the knowledge they needed to protect themselves from the H1N1 virus: wash your hands, cover your sneezes and get the H1N1 vaccination.
Solution:
The easier this information was to access, the more people would listen to the message and stop the spread of the flu. In addition to traditional media, we created various mobile media elements for our campaign to our targeted population–web banners, mobile ads, and a mobile site with our H1N1 TV spot. This generated over 3 million impressions on mobile devices with over 17,000 clicks through to the website and the ability to "Stop the Spread" by spreading the knowledge and sharing the site with friends.
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