Introduction
When CareSource set out to strengthen their presence in Georgia, the goal was clear: position the brand as the best choice for Medicaid in the state, both to key stakeholders and the local communities they serve.
I partnered with my copywriter to create the campaign tagline, “Caring for the Whole Health of Georgia,” and developed the overall look and feel. The multi-touchpoint campaign spanned traditional print, out-of-home, digital display, video, social media, and a dedicated landing page.
The results spoke for themselves: CareSource was the sole incumbent selected to continue its managed Medicaid contract in Georgia in 2025.
Bringing the Message to the Streets
The campaign came to life across Georgia through bold, high-visibility placements that met people where they were. From streetcar wraps and bus kings to solar kiosks and other out-of-home touchpoints, each execution was designed to create a sense of pride and connection within the community.
The creative focused on real Georgians and authentic moments of care, reinforcing the message that CareSource is invested in the health and wellbeing of every corner of the state.
Visual Design and Direction
I led the photo and video shoots across various locations throughout the state, ensuring the visuals felt authentic and community-driven. I also designed the key art that unified all campaign materials under one cohesive creative direction.
Our Digital Presence
To build deeper engagement beyond traditional media, the campaign included a robust digital presence centered around a dedicated landing page. The site featured editorial stories highlighting CareSource members, community initiatives, and partnerships that reflected the health and heart of Georgia.
Digital display banners and social placements drove audiences to this page, creating a cohesive journey that connected state stakeholders and community members alike to the broader mission behind Caring for the Whole Health of Georgia.
