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BOSTOn—RDW Group focuses on member communities, not individuals, in its second campaign for Fallon Community Health Plan.
A trio of 30-second monochrome spots shows people in communal groups and introduces a new tagline, “Where you belong.” The effort positions Fallon as a provider in tune with the needs of its increasingly diverse membership, said RDW creative director Jeff Patch.
Providence, R.I.-based RDW picked up the client last summer, crafting a campaign carrying the tag, “Be healthy.
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