FAMIS, a government program providing free or low-cost
health coverage to Virginia’s working families, wanted memorable
campaign materials that would rise above the clutter and inspire parents
We developed a humorous concept depicting children protected not by health
insurance, but by awkward homemade “safety” outfits created
with the best intentions by their parents. We then wrote engaging TV,
radio, outdoor and print ads, along with a consumer brochure providing
all the key details about the FAMIS program.