How our kids sing the darndest things.

Client: 

Michigan Department of Community Health

Problem: 

Parents smoking around children is a deadly serious issue. Our target audience is parents of children, specifically mothers and pregnant women. With a small budget and a very specific audience, we wanted to motivate smokers to pick up the phone to call the Michigan Department of Community Health’s Michigan Tobacco Quitline.

Solution: 

Research shows that the number one motivator for people to quit smoking is the negative impact on the health of their children. Even though most smokers are aware that secondhand smoke is harmful, it’s motivating to remind parents of the hazard and give them a free and effective resource to help them quit.

For this campaign, our creative director took an old, classic, public domain song "Secondhand Rose" and re-wrote the lyrics from a child's perspective. An engaging youngster outlines for parents the dangers of secondhand smoke. Working within our budget, we were able to produce a memorable longer-format YouTube video that has been hugely successful with more than 130,000 views and counting. The Quitline received 874 calls, including a significant number of pregnant women, an important part of the target audience. We supported this with radio media as well.

How we gave Michigan the good news about more affordable health insurance.








Client: 

Michigan Department of Community Health

Problem: 

Beginning April 1, 2014, nearly half a million working people were eligible for a new health insurance plan under Medicaid Expansion called the Healthy Michigan Plan. How do we spread the word to all qualified citizens, so that no one misses this new opportunity?

Solution: 

By researching this target audience (hourly wage workers previously ineligible for Medicaid), we learned what messages would work for them and the best places to reach them. We developed a media plan that included television, radio, Google search, outdoor, transit, interactive banner advertising, a consumer website, a mobile site and a resource website where businesses and community organizations could get materials to help promote the plan. Using the straightforward message that more people in Michigan can now be covered by affordable health insurance, the print and TV featured a collage of Polaroid-type photos depicting the kinds of workers who would be eligible for the plan.

Within four weeks of launch, Michigan was providing coverage to nearly 160,000 Michigan residents under the Healthy Michigan Plan. To date, the plan has nearly 600,000 enrollees.  

How smoking children set the phone on fire.

Client: 

Michigan Department of Community Health

Problem: 

With a significantly reduced budget, spreading an anti-smoking message and offering smokers a free phone counselor would be difficult. Smokers knew the facts about their dangerous habit, and many had tried to quit before, but were unsuccessful. We needed an unexpected approach to make them listen.

Solution: 

We believed smokers might not quit for themselves, but they'd quit for their children. With this memorable campaign, calls to the Quitline jumped from 227 to more than 1,000 a month. The campaign's influence grew as health departments in other states requested to run the spots. The spots won prestigious Radio-Mercury and Mobius awards.

How a strike-out stroke campaign hit a home run.

Client: 

North Carolina Department of Health and Human Services

Problem: 

At-risk demographics in certain counties of North Carolina had no idea what blood pressure numbers meant. We had to educate the target audience about heart disease and stroke prevention by informing them about proper blood pressure levels and how to identify the warning signs for stroke.

Solution: 

We offered a memorable and informative campaign—82% of respondents to a post-campaign survey could describe the television commercials. 92% of respondents said they would immediately call 911 if they experienced stroke symptoms. Awareness of lesser-known stroke symptoms jumped about 25%.

How the seed of a great brand idea took root.

Client: 

Molina Healthcare

Problem: 

Molina, a Medicaid and Medicare health insurance provider, was growing quickly across the country. We needed to create a brand to unite and position Molina competitively in the national market space and connect Molina with the communities they serve.

Solution: 

We found that Molina's key differentiator was in the roots of its family heritage, and the legacy of Dr. Molina. We positioned Molina as your extended family by including internal employees for photos and using a family tree visual. The campaign significantly increased membership growth and internal morale.

How we made the H1N1 vaccine go viral.

Client: 

Michigan Department of Community Health

Problem: 

TV news was reporting that a new and dangerous strain of flu virus was going to be hitting us in the upcoming flu season. People were concerned about what to do. MDCH wanted to give people the knowledge they needed to protect themselves from the H1N1 virus: wash your hands, cover your sneezes and get the H1N1 vaccination.

Solution: 

The easier this information was to access, the more people would listen to the message and stop the spread of the flu. In addition to traditional media, we created various mobile media elements for our campaign to our targeted population—web banners, mobile ads and a mobile site with our H1N1 TV spot. This generated more than 3 million impressions on mobile devices with over 17,000 clicks through to the website and the ability to "Stop the Spread" by spreading the knowledge and sharing the site with friends.

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Client Hurrahs

  • Brogan & Partners has worked on a wide variety of health issues for us over the years. They have not only consistently provided innovative ideas and award winning campaigns, but they continue to help us work towards our overall goal of improving the health of Michigan residents.  Their creativity, expertise, and enthusiasm makes them an invaluable partner in our... More

  • Hiring Brogan & Partners to help Michigan Women’s Foundation create the brand and messaging around the campaign to raise millions of dollars to solve the backlog of untested rape kits in Detroit was a slam dunk!  With a well-deserved reputation for getting to the heart of complex and highly-charged issues with clear, action-driven communications, the Brogan team... More

  • A well-oiled machine operates at full performance, fluid and unyielding. At Frankenmuth Insurance we have often referred to Brogan & Partners as a well-oiled machine. Our experience with Brogan has been very strong and successful from the start. We view our partners at Brogan as an extension of our own staff. They are readily available to us at any time and deliver... More

  • When launching a startup, resources are very constrained and a startup has to pick its partners very carefully and with deliberation. There were many services that we have had to forego in the early stages of our company, Memloom. One crucial need, however, was identifying and aligning with a strong marketing partner who could help us with our brand, positioning and... More

  • We have been working with the Brogan team for the past 18 months. The Brogan team has truly been our marketing partner. They guided us through development our brand and messaging. They lead our our website redesign and deployment. And they provide excellent counsel on business development and market entry strategies. More

  • From the very first meeting we had with Brogan & Partners, it was clear that they had done their research on PREZIO Health, our competitors and the industry.  It has been  a very positive experience working with the Brogan & Partners team to re-design all of our service and product sheets as well as the total re-design of our website.  Their creativity is top-... More

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