MetroPlusHealth Campaign, Broadcast and Website

MSA Marketing for MetroPlusHealth · 2017–present · print, broadcast, out-of-home and metroplus.org

Creative Directors: Keith Klein & Paul Greenberg Associate Creative Director: Paul Morris

MetroPlusHealth needed New Yorkers in all five boroughs — city employees, marketplace shoppers, older members — to understand what the plan actually covers, and to switch to it inside a fixed enrolment window.

MetroPlusHealth broadcast frame: "Work for NYC?" in yellow type on black. — MetroPlusHealth · broadcast frame · opening card

What I made

Eleven pieces across four channels. The lead is three full-page ads — "How do you feel?", "How's your family?", "How's your community doing?" — one layout, three headlines, black-and-white photography, a single coloured rule the only variable between them. Three broadcast frames carry the pitch in heavy yellow on black: WORK FOR NYC? / ZERO COST / a Gold end card. The print system follows: a Marketplace refresh in duotone over the Manhattan Bridge, and Gold units setting display type over photography above a zero-cost benefits table. The site is live at metroplus.org.

MetroPlusHealth broadcast frame: "Zero Cost" set solid across the screen. — MetroPlusHealth · broadcast frame · the offer

MetroPlusHealth Gold · broadcast frame · end card

MetroPlusHealth ad "Wherever you are": Manhattan Bridge duotone in orange. — MetroPlusHealth · marketplace print · "Wherever you are"

MetroPlusHealth ad "Things are different now": woman reading a letter at home. — MetroPlusHealth · print · "Things are different now"

MetroPlusHealth ad "We’re here to help": shopkeeper hanging a Closed sign. — MetroPlusHealth · print · "We're here to help"

MetroPlusHealth Gold ad on a sore-throat line with a zero-cost benefits table. — MetroPlusHealth Gold · print · zero-cost benefits table

MetroPlusHealth Gold ad "You are in good health", yellow display type over photography. — MetroPlusHealth Gold · print · second headline, same table

"You Can Afford" ad in plum duotone: a cyclist riding up a tenement street. — Enrolment deadline of January 31 is printed on the ad

"You Can Afford" ad in plum duotone: three women running under an overpass. — Enrolment deadline of January 31 is printed on the ad

Taking projects from October. Editorial, campaign and digital art direction.

paul@pbmdesign.com