Tufts Health Plan created a breakthrough campaign to connect with people with disabilities and underscore the brand’s commitment to helping its members live their best lives. The campaign changes the narrative from things people with disabilities are unable to do and focuses on what they can accomplish when given the right tools, resources and support. This session will explore the strategy and rigor taken to ensure the storytelling was authentic, inclusive and empowering, and to ensure the campaign connected with its diverse audience to strengthen brand trust.
