It’s never easy to take on the status quo. But healthcare in the US is the Mt. Everest of status quos. It takes an especially daring crew to tackle that behemoth. Well, meet Centivo. 

They’re creating a revolution with a Midwest sensibility, having the audacity to ask, “What if we just made radically affordable and quality healthcare accessible to American workers and their families?”

The “How Dare We” campaign shines a light on their brave efforts to bring some dignity back to healthcare. Using a touch of sarcasm, the campaign subtly skewers and stands out from a category that often leans on fluffery to whitewash some pretty gross realities.

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In a live stunt, we highlighted the strangeness of a system that encourages patients to care less about who should be their doctor than they do who should cut their hair. In hard-hitting, targeted messages to brokers and employers, we reached out to allies who are likewise tired of business as usual and wanted to be part of the change. 

The campaign drove awareness across all of Centivo’s core audiences—from people looking for healthcare options to the brokers and employers offering them—and saw significant and immediate brand lift upon hitting the market.