BeWell, New Mexico’s Health Insurance Marketplace, connects residents who don’t qualify for Medicaid, Medicare, or employer-sponsored health plans to affordable, reliable coverage. Every year, the public has an opportunity to enroll in health insurance plans during Open Enrollment through the state marketplace between November 1st and January 15th. The previous years’ enrollment communications helped to capture the low-hanging fruit of uninsured New Mexicans actively looking for new coverage. This 2025/2026 Open Enrollment presented a need to target those who had completely ruled out healthcare as a need or desire for various reasons. To ensure a successful Open Enrollment, it was important to get out in front of this audience early and deploy awareness communications throughout the year, preceding the enrollment period, to position BeWell as a valuable resource that could greatly improve lives.
The target (freelancers, artists, service workers, early retirees, and small business owners) tends to perceive themselves as young, healthy, or too busy to worry about healthcare. “What’s the worst that can happen?” is an all-too common justification.
Our strategy flipped the script on this narrative. “What’s the Best That Can Happen?” challenged our audience to consider a life enhanced by health insurance that doesn’t cost an arm and a leg and enjoy: more peace of mind; increased wellness; and, the confidence to try new things. The financial freedom to pursue passions without worrying about their health.
The primary goal of this campaign was to create positive awareness of BeWell and inspire the desire for health insurance among our target audience.
Many view health insurance as a safety net, peace of mind, and financial assurance for when disaster strikes. For New Mexicans who believe they are too healthy to get seriously sick or that health insurance isn’t a necessary expense, betting the risk of illness or injury against the cost of health insurance can make sense. But, health insurance is so much more than preparing for the worst. A quality, affordable plan can help you be healthier and provide flexibility to pursue the life you want.
This concept aims to shift the mindset of these New Mexicans, replacing worst-case-scenario thinking with the idea that health insurance through BeWell can help support a better life. By positioning BeWell as the essential connection to an ideal future, we inspire people to imagine the best things that can happen when they’re affordably insured.
Authenticity was central to our creative approach. Real BeWell entrepreneurial customers shared their stories in their own voices, bringing credibility and authenticity. Alongside their testimonial videos, their photographs were used in static assets so the target audience could see themselves reflected in our visuals.
A whimsical hero TV spot follows a woman hesitant to skate without coverage, then flourishing once an affordable BeWell plan gives her the courage to take risks and live fully.
Messaging included general “What’s the Best That Can Happen?” stand-alone awareness messages, direct attention-grabbing headlines specific to this audience such as “Think you don’t qualify for affordable health insurance? Think again,” along with calls-to-action to accept free assistance.
Entertaining “fail” videos showing people falling, slipping, or getting hurt were deployed on social media paired with a light comedic message of “Maybe getting health insurance isn’t such a bad idea.”
A layered media strategy combined high-level awareness tactics with targeted precision. The campaign included broadcast and CTV, online video, radio, streaming audio, DOOH, online display, and paid social.
Over its four-month run, the campaign delivered an average click-thru-rate that was 350 times the industry standard and drove more than 12,000 website sessions (95% from new users). The combined tactics garnered 6.43 million impressions and 18,000 clicks, ultimately leading to a 17% increase in enrollments in the Open Enrollment period.
In general, the effects of this campaign on awareness have been long lasting. BeWell has received consistent interest from people identifying with the entrepreneurial, self-employed individuals in the What’s the Best That Can Happen Campaign and looking to learn more about how they too can access affordable, reliable health insurance.
