I Am More Campaign

SelectHealth is a specialized needs plan from VNSNY CHOICE Health Plans. SelectHealth is designed specifically to meet the needs of people who are living with HIV, or who are transgender or gender nonconforming, or homeless, regardless of their HIV status.



SelectHealth has the best HIV viral load suppression among similar plans in New York. Viral load suppression means there is less virus in the body and is directly related to living healthier and longer as well as being less likely to transmit HIV. However, SelectHealth lacked the brand awareness and footprint that they needed in order to increase awareness, engagement, and enrollments. Our team worked with them through formative research (e.g., message testing, focus groups, market research), launched a full re-brand with a new logo, gradient color treatment, and fonts. We conceived of the "I Am More" Campaign to emphasize that people are more than their disease, pronoun, sexual or gender identity. This concept--as well as subsequent design concepts--were shared out and tested in early iterations with people of lived experience and community gatekeepers to ensure cultural competency, sensitivity, and relevance. We integrated the use of handwriting into the designs to reinforce the message of empowerment as well as the personalized nature of the plan and each person's individual journey. After the initial rollout of the "I Am More" Campaign messages, we began to introduce "SelectHealth is More" Campaign messages to underscore key aspects about the nonprofit health plan and their dedication to the community they serve.



We conducted a 3-day photo shoot across NYC with 21 models (pre-COVID). These images are used for a range of integrated marketing products from full and half-page ads, bus shelter ads, out-of-home ads, brochures, flyers, outreach materials, a van wrap, posters, and more. We also developed materials in Spanish, video and radio ads, and social media messaging. At all points in the campaign and re-branding, we collaborated with people from the community to ensure materials and messaging were relevant, sensitive, welcoming, and engaging.