Affinity Health Plan

Affinity needed to elevate its brand identity in a hurry. More specifically, it needed a refreshed integrated campaign to introduce their affordable plans under Health Care Reform. They also needed to launch a completely new website to help retain current members and expand their community. All in 2 months.

Our ideas was to stake claim on the areas that Affinity served around New York City. And instead of taking the easy way out and doing something with stock photography, to save time and money we went into the communities to showcase the real people who were at the heart of Affinity’s mission. We conducted five separate shoots in Manhattan, Queens, Brooklyn and the Bronx to capture the wonderful diversity that NYC has to offer.

We then unveiled the campaign loudly and proudly via subway takeovers, bus signage, billboards, print, radio and digital.

The campaign was a rousing success and saw enrollment 2x beyond the projections.