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 to act.

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.