We thought we knew who we were talking to. We had mapped out an entire brand and strategy for Health Home Partners of WNY—a network of service providers that coordinates care from housing assistance to substance abuse rehabilitation, for patients on Medicaid. We started with the concept of wayfinding—the inspiration for the compass logo. But after that, the rest didn’t feel right. So as FIFTEEN, we took a deeper dive.
Come to find out, after talking with long- and short-term enrollees, we needed creative and a comprehensive strategy that was more relevant to people who find themselves trapped in their own homes, struggle to get from doctor to doctor every week, or, in some cases, have no home to go to at all. Thus, our full-service campaign revolved around the sentiment that no one is ever alone. There’s always someone in your corner even when you feel down and out.
Collateral posters, bus and shelter wraps, and billboards echoed the words that a person in need needed to hear. Positive enforcement. Companionship. And above all else, care. Our creative vividly illustrates the inner-workings of a potential Health Home enrollee by depicting a sense of despair while immediately serving a guiding light. We understand that it seems like there’s no where you can turn. But the way home through care coordination is just a phone call away.