MetroPlusHealth
ScopeCampaign
RoleCopywriting
I partnered with Bellweather Agency on a Fall 2024 campaign for their long-time client, MetroPlusHealth.
This campaign served a dual purpose: launch a new seasonal push while laying the foundation for an evergreen brand platform that positions MetroPlusHealth as a social-first, always-on health care brand built for young New Yorkers. The platform introduces a bold storytelling strategy designed to spark word-of-mouth and create conversation-worthy moments that align with the aspirations of a generation chasing the NYC dream.
See it live here.
The campaign was set to launch around the time that eligibility for free health care expanded in New York City, opening access to 100,000 newly qualified residents.
Our goal was to reach these New Yorkers first with our new platform and messaging, to build trust and challenge the stigma that $0 health care must mean low-quality or “too good to be true.”
To do that, we repositioned to resonate. We grounded in the insight that clarity brings confidence. Out with dense policy details, in with relatable messaging built around people's real lives and ambitions. We created a brand experience that felt transparent, empowering, and personal. Instead of leaning on fear or obligation, we leaned into aspiration—encouraging young New Yorkers to take control of their health, and see MetroPlusHealth as the smarter, more human option.
A platform built on a single, powerful idea: The Power of Zero.
Zero isn’t just a price point—it’s a mindset. It means no stress, no guesswork, and no barriers to care. It reframes $0 health care as a point of empowerment, not skepticism.
This platform was designed to feel like a service, not a sell. It meets people where they are, speaks their language, and puts their needs first. Because when health care feels simple and transparent, people feel more in control of their lives. And that's the whole damn point.
From the start, we knew our audience wasn’t looking for another hyped-up brand shouting about wellness.
Here's what I did know:
Young New Yorkers are transitioning off their parents’ plans and stepping into adult life, so the last thing they need is another overwhelming task.
They believe that health insurance is confusing on purpose. They crave simple and a sense of unfiltered realness. It's obvious when a brand is trying too hard.
They are rejecting the monolithic representation of “health"—there are many ways to look and feel healthy.
This is a generation that appreciates putting your money where your mouth is. What truly drives them is clear, tangible outcomes. Performative activism and bandwagoning are seen as cheugy.
So instead of adding to the pressure, I built messaging set out to take it off their plate. It all boiled down to one core idea: “Let’s check $0 health care off your list.” It’s direct and speaks to the moment they’re in. It reframes enrollment from a looming chore to a one-and-done decision that gives them back time and peace of mind.
Since I wanted to meet this new audience with real talk, instead of marketing speak…
… I created a tone that was Proactive, Driven, Supportive, Insightful, and Celebratory. It's less about idealized wellness and more about real-life progress. Now, MPH leads with communications that make health care feel ownable, doable, and worth acting on now.
Deliverables
Positioning & Messaging
Campaign Concept
Campaign Script
Asset Copy
Contracted By
In the Wild