Centers for Medicare & Medicaid Services (CMS)
Hispanic campaign makes the right moves for Medicare enrollment

The Centers for Medicare & Medicaid Services (CMS) contracted Brunet-García to create a multiyear Spanish campaign promoting its Open Enrollment period. The campaign aimed to engage Spanish-reliant adults ages 65 and older or their caretakers. Haga su mejor jugada (Make your best move) became an integrated, multimedia campaign that included print and digital ads, TV and radio PSAs, paid media placement, and a media tour in major U.S. markets.

CMS_online ad 2018-1
CMS_online ad 2018-2

Winning tactics for lasting impact.

As the campaign moved into its second year, Brunet-García expanded on proven success with a Spanish-first concept and live-action TV commercial. Social vignettes and photo imagery for print and social applications were shot in tandem with the spot to create a vibrant and culturally relevant expandable campaign.

CMS Image Break
Elderly mother and daughter smile looking at an iPad
An elderly woman smiles as she speaks on the phone.
An elderly couple laugh as they play dominoes.
An elderly couple compare a pill bottle to something on an iPad.