In a new campaign for Seattle-based Group Health Cooperative, Cole & Weber/Seattle uses a tragedy that made it into the pages of People to drive home a point about the current state of health care delivery. A print ad recalls the story of a Southern man’s unsuccessful attempt to switch identities with a best friend who was seriously injured. He had health insurance but his injured friend didn’t. Both ended up in prison for insurance fraud. A hard-hitting tagline sets up Group Health as the answer: ‘America is the patient. The current health care system is the malady. Managed care is the cure.’
Copyright Adweek L.P. (1993)