We Love Medicaid
Advocacy Campaign
Leading creative for Speak Our Minds, my team developed a national advocacy campaign to raise awareness around proposed federal cuts to Medicaid.
The challenge was breaking through political fatigue to drive email submissions to lawmakers while reframing Medicaid as universally relevant, not just a safety net program.
Our approach was to use editorial-style visuals and satire to make policy issues feel relatable and worth sharing.
My Role
Creative direction and concept development
Cross-platform campaign strategy and execution
AI-assisted content production (Midjourney + Veo 3 + ElevenLabs)
Rapid-turnaround creative under legislative deadlines
Concept 1
Outfitted by Medicaid
Inspired by fashion catalogs, this concept showcased the breadth of essential items Medicaid covers – from inhalers to wheelchairs to therapy sessions. We wanted to make abstract policy feel personal and attention-grabbing.
Concept 2
Mama Bear AI Video
Capitalizing on the viral AI yeti/bigfoot vlog trend, I leveraged multiple AI tools - Veo 3 and KlingAI for video generation, ElevenLabs for voice over - to create 'Mama Bear' in under 24 hours.
By putting a bear in the viral vlogger format people were obsessed with, we were able to deliver policy messaging through humor and cultural relevance.
Concept 3
Medicaid+
Medicaid+ was a satirical streaming service ad that reframed healthcare coverage as the subscription service people already depend on.
We used a Netflix-style ad to make Medicaid's comprehensive benefits tangible while positioning potential cuts as 'losing your premium subscription'.
Concept 4
State Tax Hikes
No one likes unexpected cost increases. To counter lawmakers' 'responsible budget' narrative, we developed a direct mail image showing how Medicaid cuts would hit homeowners' wallets through state tax hikes.
