PROBLEM
Needed to sign up 130K applicants

APPROACH
Use real people from the ER to create an emotional connection

DISRUPTIVE THINKING
Turned a regulatory compliance into an insurance brand with an emotional connection

NIMBLE PROCESS
Secured award winning resources with respect to a 501c3, and leveraged existing properties as the most valuable media resource available

INNOVATIVE SOLUTIONS
Developed a new way to talk about insurance, the cost of it, and who paid for it in a way that crossed all cultures and racial boundaries