Maryland Office of the Attorney General

The Health Education + Advocacy Unit (HEAU) of the Maryland Office of the Attorney General helps Marylanders resolve disputes with their health insurance providers free of charge. The group selected the Channel team from over a dozen agencies submitting proposals to develop a campaign promoting its services.

Our “Lifeline” campaign for HEAU helped convey the Unit’s standing as a critically important resource for anyone with health insurance by representing its services as a boating life ring, with copy centered on an “SOS”/ rescue theme. The concept was executed across print and transit media across Maryland, and also featured a phone number (1-800-817-MDcares) and website URL ( to contact HEAU that further reinforced the messaging.