This client is a major health insurance company. They first worked with my employer in 2011 to launch a brand campaign to start a discussion about the driving forces behind rising medical costs (and thus rising health insurance premiums). Eventually, the brand became the home base of these conversations, and each year the corresponding website was updated to address or extend the prior year’s local and national conversations about the cost of healthcare, complete with a new look and feel. I worked on phase three of this annual campaign. Although the campaign included digital and print ad campaigns, commercials, and infographics, my most significant contributions were for the website.

After several years of sociopolitical discussion, including extensive health insurance reforms, the goal for this iteration of this campaign was less about figuring out why healthcare costs are soaring and more on communicating decision alternatives that aim to address the complexity of known healthcare cost issues. We put together a plan for quantifying/qualifying the problems that resonated most with the general project and policymakers, including categorizing and formulating a response unique to each issue. We also planned for content updates in the event that conversations revealed the need for new or updated information.

This one-page site used visual storytelling modes, like infographics and dynamic media, to juxtapose problems and solutions. The graphic design approach used dark (problem) and light (solution) color palettes and incorporated a flat, card-based style to create an intuitive, exploratory experience for site visitors. As in prior years, we heavily integrated social media channels that both empowered users to share major and minor components of the site and highlighted the voice of anyone who wanted to participate in the conversation.