![HNE_logo_rgb_tag HNE_logo_rgb_tag](http://maysite.larrybuckley.com/wp-content/uploads/2018/05/HNE_logo_rgb_tag.png)
![IMG_0658 IMG_0658](http://maysite.larrybuckley.com/wp-content/uploads/2018/05/IMG_0658-1024x768.jpg)
For the only major insurer headquartered in Western Mass,
fostering a sense of intimate community/connectedness was
important to inspiring preference with both their member-
and agent- target audiences.
Establishing a distinction between companies based in
Worcester or Boston (compared to Health New England’s
hyper-local focus) was key to distinguishing the brand.
In a series of tv commercials, radio spots, and longer-form online videos, we created an interconnected cast of characters whose stories wove together three product offerings (Medicare Advantage, Medicaid, and Commercial) using the emotional ties found in a close-knit community—
“Where you matter.”
![HNE_YouTube_strip HNE_YouTube_strip](http://maysite.larrybuckley.com/wp-content/uploads/2018/05/HNE_YouTube_strip.jpg)
Health New England