A change in healthcare legislation opened the door for 7.5 million more Americans to qualify for Health Savings Accounts. The opportunity was significant, but so was the challenge: turn awareness into action and acquire 70,000 new members in 2026 and 335,000 over five years.

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We created two distinct campaigns designed to work together.

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“Take Care of It” used humor and familiar healthcare moments to demystify HSAs, making a complicated financial product feel simple, approachable, and relevant.

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“Easy Money” took a more direct approach, tapping into the psychology of loss aversion. Rather than simply telling people what they could gain, we showed them what they were leaving on the table by doing nothing.

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Together, the campaigns tackled two major barriers to adoption: understanding the product and overcoming the inertia of the status quo.

Built to work across multiple channels, the campaigns connected behavioral insights with distinctive creative, moving consumers from education to enrollment.

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The work exceeded its initial performance targets in late 2025 and into 2026, proving that when smart strategy meets compelling storytelling, great creative doesn't just change perceptions. It changes behavior and drives business growth.