RDW Launches Salvo for Fallon

RDW Group has un veiled a multifaceted ad campaign for Fallon Community Health Plan, its first effort since winning the business following a review this summer.

The Providence, R.I., agency has launched TV, print and outdoor ads targeting consumers in central Massachusetts and the Boston metropolitan area. Worcester, Mass.-based Fallon is spending an estimated $1-3 million on the effort.

“[The ads] reintroduce Fallon to the marketplace and put a new human face on them,” said Jeff Patch, creative director at RDW.

Three 30-second spots show consumers discussing health and life style issues. One features a young woman talking about her female relatives. “I’m so lucky to have them,” she says, as phrases such as “Be gifted” and “Be mobile” appear onscreen.

“When you choose the health plan that screens for breast cancer 15 percent more than the national average, you’re making the choice to be well,” a voiceover says.

Another execution shows a man encouraging consumers to be passionate, curious and beautiful. The spots, which are appearing on local broadcast and cable outlets, close with the line, “Be healthy. Be strong. Be well.”

Print ads are running in newspapers in central and eastern Massachusetts. One shows a woman choosing between produce and ice cream. Text reads, “Be healthy. Be human. Be well.”

Fallon previously worked with KPC Christopher Thomas, Boston.