How Bright Health Became a Bright Spot in a Dark Industry
Bright Health is a health insurance company. But like the friendly, money-saving kind. This industry shaker upper needed a campaign that would break the conventions of regular healthcare advertising, so we cast Bright customers as happy puppets—bright and feeling good about their health coverage.Bright Health |
The Affordable Care Act extended coverage to millions of Americans, but healthcare costs are growing every year, and data show there’s not a lot of hope about the future of American healthcare. Obviously the healthcare industry is a dark place, but Bright is a different type of health insurance company. And they needed a different type of campaign that would demonstrate just how bright they were, as they prepared to launch in six new markets.
Founded by three industry veterans, Bright Health has the optimism, idealism and knowledge needed to create a better healthcare future. Their care partnerships create a more efficient and affordable relationship between doctor and patient. As big insurers exit the exchanges, they’re offering a smart alternative to regular health insurance that actually makes people feel good. To embody this bright optimism, we created a cast of eight happy puppets to help tell the Bright Health brand story.
Our campaign was developed for eight markets, across two lines of businesses—plans for individuals and families and Medicare Advantage. We developed highly targeted and bespoke media plans and creative executions across TV, Radio, OOH, Digital Display, Social Media, Search and Direct Mail by market.
“Together with FIG, Bright has been able to bring its vision of making healthcare better for everyday Americans to life.”
– Ali Wing, Chief Marketing Officer, Bright Health