Independent Health:

This Independent Health campaign focused on helping Western New York seniors navigate their Medicare Advantage plan options during the Annual Enrollment Period, emphasizing the RedShirt^® Treatment as a personalized, supportive experience. The thematic "Rely on the RedShirts^SM" was intended to empower members and reinforce how discussing Medicare options with a RedShirt leaves them feeling heard, valued and confident in their health insurance purchase decision.

This multi-media campaign included both linear and broadcast television, television interview segments, radio, out-of-home and print ads as well as organic and paid media ads. This ensured a consistent message and broad reach. Direct mail was utilized to deliver individualized 1:1 messaging to members regarding their plan changes and additional options.

The campaign helped realize a 77% total ad awareness among those 65+, with an 82% aided message recall for the thematic "Rely on the RedShirts." * By emphasizing the experience that our audience can expect when they meet with an Independent Health Medicare RedShirt, this campaign reinforced Independent Health's position as the plan that members' can trust and rely on for their health plan needs.

*Source: Independent Health 2024 blinded Medicare Ad and Brand Study.