EmblemHealth’s ‘We mean health’ multichannel media and grassroots campaign features the work of local New York artists depicting what health means to them. The work aims to deliver on EmblemHealth’s 80-year history of serving the tri-state area, showing up for the communities it serves, and its overarching belief in the importance of accessible, equitable, affordable, and quality coverage as a not-for-profit organization.

VMLY&R, who was named EmblemHealth’s Agency of Record earlier in 2021, was tasked with developing and bringing the campaign to life across print, digital, radio, TV & OOH with an evolved visual approach.

“What attracted us to EmblemHealth was that they wanted to stand out in the health insurance category and do advertising with more soul,” said Wayne Best, COO of VMLY&R. “This is just the beginning of our combined efforts to demonstrate to people that we care more. It’s not only about health coverage, it’s about keeping people healthy, often proactively.”

“The last year and a half has brought disruption and innovation to the health care industry like no other time in our history,” said Beth Leonard, Chief Corporate Affairs Officer of EmblemHealth. “For EmblemHealth, there was no better way to express this pivotal moment than through the lens of diverse local creators. Like art, health can be interpreted in many uniquely personal ways, and we’re using New York City as a canvas to express what health means to us and our communities.”

‘We Mean Health’s roll-out arrives on the heels of the ‘Every Part Matters’ campaign for AdvantageCare Physicians, a multispecialty medical group practice that is part of EmblemHealth’s family of companies. Both serve as a representation of EmblemHealth’s dedication to showing up for the communities they serve.