Humana
Healthcare has enough big words.We’ll use smaller ones.
Category
Print / Brand Trust / Healthcare
Campaign platform
Healthcare has enough big words.
New portfolio concept
Real client relationship. New creative execution.
Strategic idea
Healthcare creates anxiety before care even begins, largely through language.
A health brand can demonstrate humanity simply by making things understandable — and by saying the question out loud first.
Creative device
Say what the customer is already thinking.
Inbox version
Subject line
Okay. What does that actually mean?
Healthcare shouldn’t need translating.
Healthcare has enough big words.
Deductible.
Coinsurance.
In-network.
Prior authorization.
Healthcare has developed an impressive number of ways to make a simple question feel complicated.
And sometimes the most useful thing anyone can say is:
Ask us.
Ask the question you think you should already understand.
Ask twice if the first answer doesn’t make sense.
Ask us to explain it without the healthcare language.
Understanding your healthcare should be part of having healthcare.
We’ll explain.
Humana
Get answers
“Ask the question you think you should already understand.”
Execution 01 — print
Hero executionYou shouldn’t needa medical degreeto understandyour healthcare.
Humana.
Execution 02 — digital — out of home
Less “what does that mean?”More “okay, I get it.”
Humana.
Calm and human. Soft green, daylight rooms, unhurried faces.
Placement — city centre, night.
Creative rationale
Trust in this category is usually claimed. Here it is demonstrated by the writing itself: short words, short lines, no jargon to decode.
The restraint is the message.