Rather than commit to a single direction, I developed three fully realized concepts and tested all three with target audiences before a dollar went into production. Find Your Healthy Place tested strongest. We extended it into Spanish-language versions across all formats and launched it across digital, print, social, SEO, and community channels. The result was work that had already been validated by the people it was designed to reach.
The CO-OP needed to reach first-time buyers aged 22–37 and Latinx communities with enrollment messaging that was clear, motivating, and culturally resonant — simultaneously across digital, print, SEO, social, and community channels. The creative challenge was making a complex, high-stakes decision feel accessible without being generic
Find Your Healthy Place Enrollment Campaign
Oregon's Health CO-OP is a consumer-operated nonprofit health insurance cooperative serving individual and family members across Oregon. As one of the few member-governed health plans in the state, it competes directly with larger carriers by prioritizing affordability and community accountability.
Role: Creative Director · Creative Direction · Marketing & Communications · Integrated Delivery
