Community Health Choice
Working life forward
Brand + Marketing + Media
Championing the right voices
Media planning, buying + reporting
Campaign planning + development
Brand strategy, research + insights
Digital strategy + planning
Since 1997, Community Health Choice (CHC) has served as a positive force for health in Southeast Texas, offering essential Medicaid coverage with particular focus on children, pregnant women and single mothers. But in a market dominated by the deeper pockets of for-profit health insurers, CHC struggled to differentiate their brand and reach more of the underserved Texans they champion daily.
We partnered with CHC to tell their story by showing the world of women with Medicaid from the inside out: raw, real, unscripted and always moving forward.
Listening up
We’re all heroes in our own stories. But women—especially low-income Medicaid members with children—rarely get the chance to tell their own. When it comes to selecting health coverage for themselves and their families, what do women really value? How do they think and feel about their health? What’s important?
With the help of a professional ethnographer, we interviewed three Houston-area women from diverse backgrounds and got to the heart of these questions, learning all we could about these members’ determination to turn struggles into progress and progress into pride. Or, as we put it: “Working Life Forward.”
Standing out
Despite challenges and often an uneven start in life, CHC members face the future with hope, dignity and determination. The conversations and personal narratives highlighted in “Working Life Forward” echo CHC’s commitment to making insurance work harder for them—a positive force in a system that is difficult and creates anxiety for all consumers, regardless of economic status.
Our Medicaid work with CHC remains some of the most impactful and touching we’ve seen in the market, broadening our client’s reach and firmly establishing the nonprofit as a local player with empathy to spare.
Spencer Strickland
VP, Creative, Langrand
“This work doesn’t just shine a light. It shows the light—building loyalty and love with the people who need CHC the most.”
90%
completion rate for video content
12.6M
campaign impressions generated
24%
YOY increase in website visitors
2x
higher CTR than category benchmarks
The digital-first campaign remains among our proudest and most impactful work to date
Doing great work is never a solo act.
