Through member surveys and persona research, we discovered a compelling truth about Friday Health Plans members (and prospective members): they embodied a proudly independent spirit. Many ran their own businesses and were responsible for buying themselves and their families health insurance that was high-quality and wallet-friendly.

Armed with these insights, we crafted a campaign for open enrollment that celebrated small business owners and freelancers in Colorado, and positioned Friday as the health insurance carrier for people who bought their own health insurance.