Reminding travellers that the only thing more dramatic than an injury abroad is the massive medical debt incurred along with it.
Brief: Remind travellers to purchase coverage before they cross the border.
Insight: We tend to take universal healthcare for granted here in the Great White North, and many don’t realize the life-crippling debt that can accompany an injury abroad. Scaremongering didn’t fit the brand voice, so we needed a humourous way to raise the issue.
Agency: Wasserman
Client: Pacific Blue Cross
Project: Travel Coverage Campaign
Art Director: Winston Hartle
Writer: Erich Gerl
Photographer: Adam Blasberg
Soap opera sensibilities were best captured over the radio waves, specifically on stations that broadcast border line-up reports.
The Pre-Trip Weather Check™ was dependable behaviour that provided a perfect opportunity to target travellers before they hit the road.