About This Project
Sometimes, there’s no way around it. You really do have to fit ten pounds in a five-pound bag. For Molina Healthcare, this meant: 1) educating low income people over 65 about the coverage limits of Original Medicare, 2) encouraging them to take action and learn about Molina’s Medicare Advantage plans, and 3) creating the emotional engagement needed for people to care about 1 and 2. GKV developed an integrated brand response campaign in English and Spanish to build membership during the Annual Enrollment Period (AEP). The campaign was built around a lovable character named Isabella, who happily tells you what you need to know and what you need to do.