HEROES

Health coverage can feel complicated. Heroes was created to make it feel a little more human and a lot easier to understand.

Under the broader idea, “GCI will make health care coverage work for ME,” we developed the Hispanic audience strategy, “Let us show you how it’ll work for you.” From that insight came Heroes, a campaign that used the familiar language of superheroes to show how Get Covered Illinois can help people navigate their options and find coverage that works for their lives.

Across an integrated mix of channels, we turned a complex topic into an approachable and culturally relevant story designed to inform, connect, and empower Hispanic communities to take action.

The campaign was recognized with a Gold Hermes Creative Award for Best Integrated Marketing Campaign.