Convincing Marylanders to get protected from the unexpected.

UNEXPECTED CAMPAIGN
MARYLAND HEALTH BENEFIT EXCHANGE

Credits:
Phillip Allen, Creative Director
Stephanie Flores, Art Director
Joe Brener, ACD/Copywriter
Allie Babin, Copywriter

Awards:
2023 MX Awards - Campaign of the Year
2023 Anthem Award - Health, Public Service
2023 Telly Award - Local TV
2023 Hermes Award - Strategic Campaign

Challenge: Health insurance can seem like a gamble – you pay in, hoping you won't need it. The costs often outweigh the perceived benefits, especially for those who see themselves as unlikely to face major health issues.

Strategy: The "Unexpected" campaign reframed the conversation. We focused on how insurance acts as a financial safety net, protecting you from both everyday healthcare costs and those unpredictable, potentially devastating expenses. Maryland Health Connection was positioned as a partner, not just a marketplace.

Results:

• The campaign achieved a record-breaking 182,166 enrollees.

• Key demographics saw significant increases: Black enrollment increased by 3%, and Hispanic enrollment increased by 9%.