Truth In Marketing
Truth In Marketing
Client: Health Alliance Plan
Agency: Daniel Brian & Associates
Creative Director: Jim TerMarsch
Account Executive / Writer: Ryan Poquette
CHALLENGE: The client wanted to market HAP’s personal healthcare plan to young adults, who were less likely to seek out insurance on their own or think they needed it.
SOLUTION: We incorporated an aggressive approach that emphasized a more active lifestyle to help connect with this audience, while also underscoring how these activities can lead to injury – and thus to doctor and hospital bills they may not be able to afford. The approach and copy underscored this messaging and addressed concerns that could prevent young adults from getting insurance, including cost and signup hassles.