Overview
Sometimes, the most important messages are the hardest to hear—especially when they’re buried in complexity. Get Covered Illinois faced that challenge firsthand as they worked to reach a key audience with critical information about their health coverage.
At the core was the Mental Health Parity and Addiction Equity Act (MHPAEA), which ensures equal coverage for mental health, substance use, and medical care. It’s a vital protection—but one often lost in dense, technical language.
For their audience, it simply wasn’t landing.
So they brought in the agency to cut through the noise—stripping away complexity and turning policy into plain, powerful messaging people could understand in seconds.
The Approach
After diving into the market and unpacking the complexities of MHPAEA, one thing became clear: simplicity had to lead the way.
To bridge the gap, we introduced the idea of an “ambassador”—a friendly, approachable companion who could translate mental health parity into plain, human language. Through rounds of exploration and refinement, Yarney emerged: a soft ball of yarn inspired by warmth, comfort, and the subtle feeling of something therapeutic—without being overly literal.
Yarney wasn’t just a character; it was a connection strategy. Grounded in a human-centered approach, we designed it to reflect the needs and behaviors of Get Covered Illinois’ audience—creating something relatable, approachable, and meaningful for Illinoisians navigating their mental health coverage.
The Results
Yarney was a hit!
By combining a strong visual identity with a human-centered approach, we created a character that made MHPAEA easier to understand—and harder to ignore. The result: stronger engagement and a deeper connection with Get Covered Illinois.
The campaign spanned radio, digital, social, out-of-home, and broadcast across key Illinois markets including Chicago, Springfield, Rockford, and Peoria.
And we didn’t stop at launch. We set the client up for what’s next—delivering brand guidelines, tone of voice, messaging frameworks, and a visual system to keep Yarney consistent and impactful in future campaigns.
Deliverables
Brand Guidelines
Campaign Strategy
Character Design
Digital Banners
Logo
Print Design
Storyboards
Video & Motion Content
Visual Identity System