Connecting Marylanders to quality health insurance that fits their life and budget.

OPEN ENROLLMENT CAMPAIGNS
MARYLAND HEALTH BENEFIT EXCHANGE

Credits:
Phillip Allen, Creative Director
Stephanie Flores, Art Director
Allie Babin, Senior Copywriter
Joe Brener, ACD/Copywriter

Awards:
2023 MX Awards - Campaign of the Year
2023 Anthem Award - Health, Public Service
2023 Telly Award - Local TV
2023 Hermes Award - Strategic Campaign

Challenge: Every year the underlying barriers of getting uninsured marylanders to enroll for health insurance remained stubbornly consistent: Marylanders valued coverage, but often assumed it was too expensive, too complicated or not meant for them. At the same time, the context kept shifting, from Affordable Care Act uncertainty to COVID-19, rising premiums, expiring federal subsidies and new eligibility restrictions.

Our work needed to reach audiences with outsized uninsured rates, particularly young adults, Black and Hispanic/Latino Marylanders, rural communities and people navigating life transitions. It also had to bring a sense of clarity and humanity to a complex state program all while finding a fresh reason for Marylanders to pay attention and take action.

Strategy: Each year built on primary research to understand what was really keeping Marylanders uninsured, then evolved the creative without losing the brand's core promise. "Health Insurance You Can LIVE With" spoke to young adults' new savings. "Unexpected" made protection feel personal. "Calm in the Chaos" positioned coverage as stability during life transitions. "Within Reach" made benefits feel attainable. "Still Here" reassured Marylanders that support hadn't changed even as costs rose. Every platform was tapped across TV, radio, social, search, out-of-home, earned media, influencers, and community partnerships. All targeting audiences with the highest uninsured rates: young adults, Black and Hispanic/Latino Marylanders, and rural communities.

Results:

• Enrollment climbed from 213,895 (2023) to 247,243 (2024), with double-digit gains among young adults, Hispanic/Latino, and Black Marylanders.

• Even as enhanced federal subsidies expired in 2025, enrollment grew again to 255,612 — up 3% while many states saw declines.

• The 2025 campaign alone drove 178 million impressions, a 37% rise in digital clicks, and a 77% increase in website conversions, with cost per acquisition down 41%.

• Maryland's uninsured rate fell to an all-time low of 6%, making it a national leader among state marketplaces.