EmblemHealth Launches ‘Legacy of Care’ Campaign, 75 Years in the Making
Brand Campaign Features EmblemHealth Members, Developed by Havas Worldwide Strat Farm
New York (Oct. 6, 2014) — Today EmblemHealth launches a multi-channel "Legacy of Care" advertising and branding campaign that brings the organization back to its roots. Created in 2008 by the affiliation of two legendary health care companies with a rich New York history—Group Health Incorporated (GHI) and HIP Health Plan of New York (HIP)—EmblemHealth has always been an integral part of the New York community.
Created by Havas Worldwide Strat Farm, the campaign will run throughout the New York metropolitan area. It aims to raise the profile of the innovative work that EmblemHealth has been doing for more than 75 years to bring not just health insurance but also proactive wellness to New Yorkers.
"Legacy of Care" features real EmblemHealth members whose families have had EmblemHealth coverage for generations; first, from either GHI or HIP, and now from EmblemHealth. In individual spots, EmblemHealth members Mary Beth Dawson of Queens and Angel Martinez VIII of Brooklyn share their touching family stories and how they've always relied on EmblemHealth for access to quality, affordable health care.
"The campaign evolved from the company's mission of caring for and insuring the people who are the lifeblood of New York. We're proud of our New York roots and of our ongoing commitment to caring for our neighbors—New Yorkers and their families," said Charlene Maher, Chief Marketing Officer, EmblemHealth.
The company has built its community roots by increasing its presence in the neighborhoods it serves and engaging with its members where they live. In Harlem, Cambria Heights, Queens, Chinatown and Hudson Guild in Chelsea, members and local residents can meet with a health care expert at EmblemHealth Neighborhood Care to ask questions, get reliable information and have problems solved. To address the growing community of individuals who provide unpaid care to their loved ones, EmblemHealth has created the Care for the Family Caregiver program, which provides information, resources and support that caregivers need to avoid becoming care recipients. EmblemHealth also partners with a number of local organizations to promote the health and well-being of New York's diverse neighborhoods and to make them a better place to live.
In taking on the EmblemHealth account, the team at Havas Worldwide Strat Farm was impressed with the company's longstanding commitment to care for New Yorkers. Laurel Rossi, President, Havas Worldwide Strat Farm, said: "The campaign and the EmblemHealth story are a true partnership and a labor of love. Bringing care to New Yorkers is a deeply personal and honorable ambition. Being able to unveil the true history of EmblemHealth and the work this organization does is a once-in-a-lifetime opportunity."
Pamela Vahdat, Executive Creative Director, Havas Worldwide Strat Farm, added: "The Dawson, Martinez and other generational family stories are the tangible proof that 'What care feels like' is more than a collection of words; it's a mission for where EmblemHealth has been and a vision for where it's going."
The digital, television, outdoor and social campaign was created by Havas Worldwide Strat Farm's team including Maria Vargas and Kyle Nurko under the leadership of Vahdat. Brett Wagner directed the campaign, which features real member interviews combined with vintage and modern-day footage of neighborhoods across New York City.
EmblemHealth's Marc Warner, Senior Director, Branding and Advertising, and Allyson Schultz, Manager, Enterprise Marketing, were responsible for creating this multi-channel effort in time for the annual open enrollment season. The campaign launches in subways, TV and social channels on Oct. 6 and paid digital on Oct. 13.
To watch Stories of Care with EmblemHealth, visit
EmblemHealth, Inc., through its companies Group Health Incorporated (GHI) and HIP Health Plan of New York (HIP), provides quality health care coverage and administrative services to approximately 3.4 million people. Groups and individuals can choose from a variety of PPO, EPO and HMO plans, as well as coverage for prescription drugs and dental and vision care. EmblemHealth offers a choice of networks, including quality doctors and other health care professionals throughout the region, leading acute care hospitals across the tristate area, and physicians and hospitals across all 50 states. For more information, visit
About Havas Strat Farm
Havas Worldwide Strat Farm is a full-service agency that focuses on digital, social and personalized marketing and advertising for technology and wellness brands. The agency's roster includes EmblemHealth, Johns Hopkins Medicine, Eisai, BrightStar Care, AT&T Wirelessand Capgemini North America. The agency, founded by Laurel Rossi (formerly managing director at Hill Holliday New York), is one of the first authentically integrated agencies to use social media and innovative research tools to drive results for prestigious brands.