Montage Health has launched a campaign (created by School of Thought) that encourages people to get healthy on their own.
The creative alternates between challenging people to be healthier and empathizing with their hard choices, while illustrating the back-and-forth that goes on between progress and setbacks.
Notably, the creative barely mentions the healthcare company's service offerings. The only mention of the company itself comes through the campaign tagline: “We are Montage Health. And we got this.”
Examples of the work can be seen here, here and here.
In addition to online videos, three :30-second spots appear across California's Monterey county during prime-time programming. There’s an outdoor component, while full-page ads will run in five local newspapers.
This campaign serves as the launch campaign for the newly formed, non-profit Montage Health, which offers health insurance, clinic and home care, and wellness/fitness centers. The new group was created from the combination of several existing health organizations in the region.