• by Fern Siegel , September 1, 2022

New York-based insurer EmblemHealth has debuted the latest element in its “We Mean Health” campaign.

VMLY&R cross-platform creative — print, digital and audio — first appeared in New York City in June, using priority Zip codes for the greatest impact. Streaming audio ads are running on Spotify and Pandora.

Out-of-home units are now live across all five boroughs and will run through the open enrollment season until the end of the year. The target audience is U.S. Hispanic, Chinese and Black, as well as the general population.

However, rather than produce a traditional brand advertising campaign, the push is to encourage better health outcomes.

“The pandemic disrupted our lives and the health care system. This campaign conveys the importance of good health to all of us and represents our guiding principles of accessible, equitable, affordable, high-quality health care for all,” said Beth Leonard, Chief Corporate Affairs Officer at EmblemHealth.

The campaign hopes to educate viewers on the importance of regular checkups and screenings, empower people to take control of their health, and connect people to the care they need.

The work unitizes contributions from local city artists that encourage New Yorkers to get mammograms, check their blood pressure, get screened for diabetes and schedule annual checkups. Jason Naylor, Sophia Yeshi, Perla Sanchez, KitKat Pecson and partners Craig & Karl were among the artists featured.

“We Mean Health is more than a line, it’s the ethos that guides everything EmblemHealth does,” says Wayne Best, CCO of VMLY&R NY.