AltaMed “Moments” Open Enrollment Campaign
AltaMed is one of the nation’s largest Federally Qualified Health Centers, serving over 300,000 individuals each year at more than 50 sites throughout Los Angeles and Orange County. Beyond taking care of the day-to-day needs of an ethnically diverse membership, AltaMed works to eradicate or mitigate systemic health disparities, enlisting partners throughout the community to make healthcare and social services accessible to those who need them.
One of AltaMed’s biggest marketing challenges is that even though they have excellent name recognition in the communities they serve, many people don’t understand what AltaMed is or does, with many people under the impression that AltaMed is health insurance. A good portion of those who do know that AltaMed is a network of health clinics think that it’s just care for old people.
To help solve these issues, we created the Moments campaign, with each spot drilling down into one of AltaMed’s service lines. The spots are relatable and reflect the different members AltaMed serves and helps make a direction connection to AltaMed’s clinical offerings. In addition to five :15 brand spots and two :30 direct response spots, the campaign also included:
paid and organic social media
Web banners
a landing page
out-of-home advertising
content marketing
I took an active, hands-on role in almost every aspect of the spots, from conception and presenting the scripts to the client, talent and location selection, being on set for all filming, and post-production including supervising any necessary voice talent, and music and sound mixing.