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Health Needs a Plan Multilingual Campaign launches

Following Massachusetts’ landmark health care reform expanding access to health insurance to all state residents, ARGUS launched NHP’s “Health Needs a Plan.” This multifaceted and multilingual campaign is designed to promote its new health care reform products and drive enrollment.

The integrated advertising and marketing campaign incorporates a strong multicultural component, which includes a multilingual approach through the dissemination of ads and collateral in various languages such as English, Spanish, Portuguese, Vietnamese, Chinese, Haitian Creole and Cape Verdean.

The tagline “Coverage within reach. Care beyond expectations.” closes the ads. The multicultural advertising strategies put in place through outdoors, transit, print, radio and online creative, combined with a strong outreach directly at community health centers, presents NHP as a healthcare organization sensitive to diverse populations and members’ need while providing access to quality health care. Monthly enrollment goals have been met since the campaign launched.