EmblemHealth and NYC Artists Envision What 'Health' Means in New Campaign

The Covid-19 pandemic has shined a greater light on the importance of quality health coverage for people and their families. In line with the upcoming health insurance open enrollment periods, EmblemHealth is launching a multichannel media and grassroots campaign that amplifies its commitment to supporting the health and well-being of the communities it serves by going beyond traditional health insurance coverage. 

The campaign, ‘We Mean Health,’ features the work of local artists depicting what health represents to them. The work aims to deliver on EmblemHealth’s 80-year history of serving the tri-state area, showing up for local communities, and its overarching belief in the importance of accessible, equitable, affordable, and quality coverage as a not-for-profit.

VMLY&R, who was recently named EmblemHealth’s agency of record, was tasked with developing and bringing the campaign to life across print, digital, radio, TV & OOH with an evolved visual approach. EmblemHealth’s Connecticut-based health plan, ConnectiCare, will also launch a new campaign under the ‘We Mean Health’ platform.

“What attracted us to EmblemHealth was that they wanted to stand out in the health insurance category and do advertising with more soul,” said Wayne Best, COO of VMLY&R. “This is just the beginning of our combined efforts to demonstrate to people that we care more. It’s not only about health coverage, it’s about keeping people healthy, often proactively.”  

“The last year and a half has brought disruption and innovation to the health care industry like no other time in our history,” said Beth Leonard, chief corporate affairs officer of EmblemHealth. “For EmblemHealth, there was no better way to express this pivotal moment than through the lens of diverse local creators. Like art, health can be interpreted in many uniquely personal ways, and we’re using New York City as a canvas to express what health means to us and our communities.”

‘We Mean Health’s roll-out arrives on the heels of the ‘Every Part Matters’ campaign for AdvantageCare Physicians, a multispecialty medical group practice that is part of EmblemHealth’s family of companies. Both serve as a representation of EmblemHealth’s dedication to showing up for the communities they serve.