Advertising Showcase: Community First Health Plans Builds a Brand Around Local Care for Every Generation
A colorful cast of characters represents families, children, and seniors, and helps Community First Health Plans tell a simple story about coverage that supports people through every stage of life.
// By Susan Dubuque //
Health insurance marketing often focuses on plan details, eligibility rules, and enrollment windows.
Community First Health Plans chose a different approach.
Its 2024–25 brand campaign, For Every Generation, shifts the focus from plans to people and shows how coverage supports individuals and families from early childhood through senior years.
Ana Vela, executive director, creative and digital strategies, Community First Health Plans
Developed for the diverse San Antonio (Texas) region, the campaign uses illustrated characters and recognizable local landmarks to reinforce Community First’s identity as a local health plan built for the community it serves.
When Ana Vela joined Community First Health Plans to lead creative and digital strategies in 2020, the organization was already expanding its offerings, but public perception had not caught up.
“If you weren’t a Medicaid member, you didn’t know who we were,” Vela says.
Continue reading to see how Community First Health Plans combined fresh creative with an integrated marketing strategy to change perceptions and achieve key business goals.