Maryland Health Connection: Within Reach

A remote just out of reach. Your fingertips barely grazing the sweater on the top shelf of your closet. Moments where what you need is right there, but just out of your grasp. Life’s full of little frustrations like that. And for many Marylanders, health insurance can feel the same way. We set out to change that—and show people that affordable, comprehensive coverage is closer than they think.

Our Within Reach campaign (2024) reframed what’s possible with a health plan, reminding Marylanders that the care they need is closer—and more affordable—than they think.

To reach uninsured Marylanders, especially young adults, gig workers, and people navigating financial stress, we created a relatable, lightly humorous campaign built around those everyday “just out of reach” moments. Through a series of :15 videos, we used quick cuts and simple sight gags to show how coverage through Maryland Health Connection brings big benefits like doctor visits, mental health care, and emergency services within arm’s length. The campaign ran across TV, digital, print, radio, and OOH.