Network Health Bows First Ads

Media Buy Targets Inner-City Communities
BOSTON–Striving to cut across ethnic lines and language barriers and get the most out of a modest budget, Network Health this week launches its first ad campaign, created by Cipriani Kremer Design here.
The year-old Network Health initiative provides free medical services at 25 urban health centers in Greater Boston and is primarily available to low-income residents who are without health insurance.
The campaign, designed to establish a brand identity via print, radio and outdoor ads, employs the tagline “The plan for caring” and features a multicolored character that symbolizes cultural diversity.
“It’s a visual symbol,” explained creative director Bob Cipriani. “We wanted someone who would look multiethnic . . . city-like, energetic, someone people could relate to.”
Radio spots, print ads and billborads will run through the first quarter of 1999 and appear in diverse communities in Cambridge, Somerville and other cities and towns near Boston that have Network Health facilities. The ads have been translated into several languages, Cipriani said.
Cipriani Kremer parent Arnold Communications is handling the media buy, which avoids larger Boston newspapers, allowing the campaign to run for several months at a relatively low cost, Cipriani said.