Argus Launches Neighborhood Health Campaign

Argus Communications has launched a multilingual multimedia campaign for Neighborhood Health, its first since landing the account earlier this year.

Argus took the account in April from incumbent Wallwork & Curry, Boston, which had worked with the client for eight years. Spending will likely be in the low seven-figures.

Print, outdoor and TV ads introduce the tag “Getting better together,” to help bridge language and cultural barriers to healthcare. Tar get ing women aged 18-34, the ads fea ture employees of the Bos ton-based HMO, to illustrate its diverse reach.

Outdoor ads, which are running in English, appear statewide, with concentration in racially diverse areas, such as Lowell, Lawrence and Springfield. One shows a closeup of a young girl with the headline, “Better care grows with you.” Another, depicting a mother with two young daughters, reads, “We know the value of staying close.”

A TV spot is running in English, Spanish, Portuguese and Haitian Creole. It depicts people of var ious ethnicities going about their daily lives, taking walks and frolicking on a playground. “Our goal is to take better care of the lives we touch every day,” a voiceover says. “One moment at a time, we can all get better.”

“The spot shows the diversity of membership and of the population,” said Zamawa Arenas, principal of the eight-person shop. “The goal is to help and assist people of all racial backgrounds and all walks of life.”

Media is handled by Yellin/Mc Carron in Boston. The campaign is scheduled to run through November.

Argus, a small shop specializing in multicultural and cause-related marketing, has broken campaigns for the Massachusetts Department of Public Health Tobacco Control Program and Casa Myrna Vasquez, a multicultural organization dedicated to fighting domestic violence.