BeWell

increasing engagement by enhancing visibility

What We Did.

  • Brand / Campaign Strategy
  • Media Planning & Buying
  • Brand Identity Design
  • Collateral Design
  • Advertising Campaign
    • Television / CTV
    • Online Video
    • Online Display
    • Social / Paid Social
    • Radio / Streaming Audio
    • Out-of-Home
    • Print

challenge.

Many Native Amercians rely on Indian Health Services for medical care. But when clinics are closed, stretched too thin, or patients are far from home, getting care can be difficult and costly. Our challenge was to communicate to this unique audience that health insurance through BeWell supplements IHS benefits, expanding access to care. Most Native New Mexicans qualify for no-cost coverage and can enroll in a plan any time, not just during open enrollment, making coverage through BeWell a valuable resource.

Many Native Americans are skeptical of the health system due to historical trauma, ongoing discrimination, and a lack of culturally competent care, adding to our challenge to create messaging that makes a real impact.

strategy.

To speak to our audience in a way that is authentic, accurate, and powerful, we enlisted help from the people we were communicating to, collaborating with community-connected voices to create a campaign that resonates on a deeper level, builds trust in BeWell, and shows the importance of health insurance—the people it protects.

We traveled around the state to capture New Mexicans where they live, work and play, showcasing real people in real life. Photography and video that depict joyful, real moments hold up a mirror to beautiful communities and provide the foundation for our campaign. Our campaign’s theme, “Be Seen,” recognizes the challenges many Native people face when accessing medical care while inviting people to use BeWell’s services to get the care they need more easily.

media.

This campaign targeted a very specific audience, one that can traditionally be difficult to reach and that can be distrusting of information from outside their community. With these challenges in mind, we blended traditional tactics like TV, radio, print, and out of home (OOH), tactics which are excellent at reaching the masses, with more targeted, complementary tactics, including CTV/online video blend, paid social media, and online display. Radio—in both English and Diné languages—print, and OOH were targeted to areas of the state where our audience is more densely populated. We supported those traditional tactics with hyper-focused, geotargeted digital tactics to reach Native Americans throughout their day as they used their phones and computers.

results.

The combination of authentic, vibrant creative with our efficient and complementary media strategy drove significant engagement between BeWell and its Native American target audience. We succeeded in driving overall awareness in key areas, leveraging a lower CPM through media tactics with a multi-layered, targeted approach to remind our audience that BeWell understands them and is a reliable resource to invest in their health.