CHPW: You are the center

​BRAND AWARENESS CAMPAIGN (ENGLISH AND SPANISH)

Create a state-wide brand awareness campaign and multicultural media plan for Community Health Plan of Washington (CHPW).
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GOAL

Create a state-wide brand awareness campaign that reflects authenticity and cultural humility by showing the full life of CHPW’s primary customer and how CHPW assists in all aspects of their life.
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STRATEGY

Create a tiered brand awareness campaign that builds broad brand awareness, regional brand building, and service awareness. Develop primary audience personas for CHPW’s three key markets, create marketing material concepts for elaboration and execution by CHPW’s in-house marketing team, and create video storytelling for broadcast and online.
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EXECUTION

Produce English and Spanish language 30-second and 15-second videos. Create two documentary style mood videos for continued use by CHPW in-house marketing team. The multicultural, cross-platform marketing plan included digital, social, transit, ethnic media and community-based organizations and events. 

YOU ARE THE CENTER

TU ERES EL CENTRO

Marketing Material Concepts

Statewide Brand Building

Regional Brand Building

Service Awareness

Behind the Scenes

​Safely filming during a pandemic

CHPW’s “You are the Center” campaign was developed and approved prior to the coronavirus outbreak. The original plan was to film videos and take photos in Seattle and Yakima with an additional photoshoot in Spokane. As the virus spread and protections against the spread increased, we knew we needed to pivot but still deliver the campaign vision. Following state guidelines, we kept our filming locations local, found sets that allowed for most of the production crew to work outside, hired talent that lived in the same house and could safely take off their masks to film, and kept the number of camera crew in the “hot set” to its barest minimum. These efforts resulted, not only in the delivery of the campaign vision, but in the health and safety of the talent, crew, and client on set.

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