We created an integrated brand campaign to drive brand awareness and net membership (new acquisition and renewals) for Point32Health’s Affordable Care Act insurance product, Tufts Health Direct. This was an inclusive campaign working families in Massachusetts. It showcases a diverse population inclusive of Hispanic, African American and Asian consumer segments. This is the English TV spot, and it is accompanied by an Spanish version. Both spots tout Tufts Health Direct's price leadership and wide network of physicians; tha target's top decision-making drivers.

We also created a toolkit with campaign messaging, graphics and video assets for event activations and community partners to use at events and on their social channels. These assets complemented a paid media campaign that included television, radio, digital, outdoor and social media. After just three months in market, this campaign has generated leads that are 300% of goal and net member acquisition that is 175% of goal.