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BCBSMA | Rompiendo Mitos
The Problem
Insurance renewal is hard to navigate for Latino families. Myths fill the gaps that clear information should.
What We Saw
Myth-busting converts when it feels like a neighbor talking, not a brand explaining.
How We Moved
A branded platform anchored in physician-led video, supported by carousel clarity, distributed through El Planeta’s ecosystem.
What We Built
Campaign naming + identity · physician-led studio production · post-production · Meta carousels · article + newsletter distribution.
The Numbers
Reach
447,347
Impressions
599,571
Clicks
5,979
ARCHETYPES
Street Cables
Adj. Connected
Finding networks and community touch points.
ARTIFACTS
Nopal Plant
Adj. Rooted
Native to the land, transformed into something nourishing. Culture as a raw ingredient, craft as the process that makes it matter.
ACTIVATIONS
Hammock
Adj. Resilient
Sustainable, flexible presence.