EmblemHealth launches first TV campaign in 4 years


New York-based EmblemHealth is launching a new television campaign drawing on its 80-year legacy of providing quality, affordable health coverage to New Yorkers.

As one of the nation’s largest non-profit health insurers, EmblemHealth began covering working men and women during the Great Depression.

Now the healthcare provider is working to advance the belief of affordable coverage at the neighborhood level through community-based resources and partnerships. Earlier this year, the insurer announced a partnership with Cityblock and AdvantageCare Physicians to launch its first Health Hub in Crown Heights, Brooklyn.

The launch also marks Emblem’s first TV spot to air in four years and draws on the their 80-year legacy of providing quality, affordable health coverage to New Yorkers – the same set of values the company was founded on in order to serve their members and the community.

The :30- and :60-second spots, created by award-winning B2B marketing agency gyro, will run in October and November as part of a multichannel campaign to launch EmblemHealth’s new brand platform, “health care for all of us,” across New York City.

The 30-second spot opens with the bold declaration that EmblemHealth believes health care is a human right. While advocacy groups and policymakers have espoused this view, EmblemHealth is one of the first health insurers in the United States to promote this in an impactful, state-wide campaign. Lets take a look:

“‘Health care for all of us’ is more than a campaign,” said Beth Leonard, EmblemHealth’s Chief Marketing and Communications Officer. “It’s a call-to-action to our industry, because we believe everyone deserves better—better care, better value, better outcomes.”

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Building on EmblemHealth’s successful Neighborhood Care retail model, Health Hubs harness the combined resources of Neighborhood Care, AdvantageCare Physicians and partners like Cityblock to provide culturally competent care coordination, medical services and in-person support to underserved communities.

On a national level, EmblemHealth is a leader in advancing value-based care, a model that rewards providers for quality care and positive health outcomes. Through this lens, “health care for all of us” encapsulates EmblemHealth’s whole-person approach to care.

The two TV spots support EmblemHealth’s ongoing Open Enrollment campaign, running across digital, print, direct mail, out-of-home, and radio in English, Spanish, and Chinese.

Client – EmblemHealth

gyro Office: New York, New York
   Executive Creative Director: Kash Sree
   Creative Director: Maggie Powers
   Art Director: Stanley Hsu
   Account Director: Connie Que

Production Company: Madison Media

Source: gyro

Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.