Point32Health looks to focus on the word “ability” in “disability.”

The health care company, which operates health insurers Tufts Health Plan and Harvard Pilgrim Health Care, sought to not only illuminate that mindset in the marketing for its Dual-Eligible Special Needs Plan but also embraced it throughout the campaign’s production process.

The “Tufts Health One Care” campaign for its health plan covering adults who qualify for Medicare and Medicaid, including those under 65 living with a disability, demonstrated the company’s ability to address unique health care needs while showcasing individuals’ skills and potential. Working with D Expósito & Partners, Point32Health also used the campaign to educate eligible members about D-SNP products and generate awareness for the alternative coverage option.

The company sought to empower those with disabilities and elevate what they can do when provided the right support. Point32Health consulted with those living with disabilities for its messaging, along with hiring them as actors, producers and photographers. The campaign won gold for Purpose-Led Campaign of the Year among providers and insurers in the Healthcare Marketing Impact Impact Awards 2024.

The multimedia campaign, which included TV commercials and online video advertising, spurred a 142% increase in overall membership, according to the agency. Point32Health also received positive feedback from team members and from qualitative research participants, who said they found the campaign encouraging and motivating.