Maryland Health Connection: Calm in the Chaos

Moving to a new apartment, figuring out a career pivot, realizing your ex kept the good towels… there’s a lot going on. Health insurance shouldn’t be another thing to stress about. That’s why Maryland Health Connection set out to be the calm in the chaos.

Young people going through big life changes have enough on their plates. Health insurance shouldn’t be the stressful part.

For Maryland Health Connection’s 2023 open enrollment campaign, we launched Calm in the Chaos to remind Marylanders that no matter what curveballs life throws at them, having health coverage brings peace of mind. We developed creative across TV, radio, digital, print, and OOH that symbolically contrasted chaos with calm. Designed to reach young, uninsured adults in transition, the work positioned MHC as a reliable, stable force when life is anything but.

During the open enrollment period, nearly 214,000 people signed up for insurance through Maryland Health Connection—marking a 17% increase from the previous year.

We also teamed up with the Baltimore Ravens and Washington Commanders for homepage takeovers and radio spots featuring familiar NFL voices to bring our message straight to the fans.