FamilyWize's Orange
Branding
Marketing Strategy
Marketing Strategy
Project Overview
The Challenge: Establish trust. FamilyWize, a partner of the United Way, is a Community Service Partnership that believes access to medicine and healthy living remains a right which everyone should enjoy. In addition to other services, FamilyWize offers a prescription savings card to those who lack insurance or need medicine not covered by their insurance. An influx of prescription savings cards began recently as the healthcare landscape in the US changes; some offer legitimate benefits while some of them do not, but all carry that “too good to be true” perception. How do users know who to trust? FamilyWize approached Garfield to help answer that question and create a narrative around FamilyWize to both establish legitimacy and educate in a simple and human way the way the program works. We used our insights to create Orange: a relatable and educational character. Orange represents the hero in the FamilyWize video. Orange represents a friendly, understandable and appealing figure to all audiences to tell the story of FamilyWize. Through the character's story, audiences learn what FamilyWize offers; its focus on helping the uninsured and underinsured in the US; and how FamilyWize makes it easy for those in need to get help with their prescriptions. Plus, Orange doesn’t fall far from the FamilyWize tree which helps to emphasize a strong brand story.Client
FamilyWizeTags
marketing
branding
awareness
video
healthcare
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