Colorado HealthOP was on an amazing mission to help transform health care throughout the Centennial State. They were a nonprofit health insurance group with 80,000 members attracted to a no-surprises philosophy. The CO-OP was established in 2012 through the Affordable Care Act. After the launch year, they selected Dojo as their brand, marketing and digital partner. Dojo established Stuff of Legend with Reaching New Heights, The Planimals, and Believe It! which were all immediately successful in Colorado.

We followed Colorado lore and legends, seemingly tall tales, with stories that became true. This was not unlike the idea of nonprofit health insurance. One fantastic such tale we uncovered was connected to Pike’s Peak. We established “Reaching New Heights” headlines along with the “Believe It” stamp of approval.

Colorado HealthOP had four plan designs named Bobcat, Bear, Bison and Bighorn. We used these names as character cues to deliver "The Planimals." Character development included backgrounds, staging, frames, shading, texturing and various poses. The Planimals were an instant hit throughout the organization, for members and their families. We helped implement Planimals in numerous collateral materials for plan designs. We provided assets as templates for the internal marketing creative team to employ.

The campaign and its straight, value-based messaging worked especially well as it aligned with other mission-based nonprofit organizations. The bold, direct, textured imagery worked to stand out among the standard health insurance industry’s stock photos. As a result, they attracted more brokers, businesses and group coverage. Insurance brokers and business owners appreciated the fresh approach, which led to a simplified process to quote and enroll.