A Job Well Done!

In 2019, Affinity launched a new marketing brand campaign. One that is deeply rooted in our history and our mission. We created You First to emphasize Affinity’s focus and commitment to our employees, members, providers and the communities we serve; to show that we care about what they care about — better health, stronger families, and more vibrant communities.

A small in-house creative team brainstormed compelling visuals and concise messaging ideas into a top-notch comprehensive brand campaign. It was first unveiled in May 2019 to staff at You First Brand Day to much acclaim. In July, we debuted the campaign to the public with You First community events and promotions; radio, broadcast and cable television and newspaper ads were placed; bus ads, billboards, brochures and branded giveaways were printed; social media content was created. In August, You First was showcased at a Citi Field event.

You First was well received. We are proud of the campaign, but we are especially proud of what it represents: a hardworking staff and a dedicated network of providers in service to our members. Inspired by the positive response, Affinity’s Marketing Communications and Brand Advancement teams submitted all of the campaign components to the 36^th Annual Healthcare Advertising Awards, the nation’s premier healthcare marketing and advertising competition.

The brand campaign was judged on creativity, quality, message effectiveness, consumer appeal, graphic design and overall impact. Although there was heavy competition — over 4,200 total entries were received — Affinity placed in every single category we competed in.

Congratulations once again to the Brand Advancement, Marketing Communications, and Community Engagement teams for creating and implementing the You First brand campaign. Cheers also to all of Affinity’s staff and their commitment to living out the You First brand promise.