FireMed is a collaborative effort between the Eugene Springfield Fire Department, Lane Fire Authority, and Life Flight Network to offer an affordable coverage plan for local residents should they ever require emergency medical transportation.
+ Brand Identity
+ Media Buy
+ Print Campaigns
+ Social Media
+ Innovate Partnerships
In 2013, FireMed turned to Drawn to inject new life into an aging demographic. Memberships had been in mild decline for several years, but with 90% of members over the age of 65, there was a pressing need to diversify. In our first campaign, we abandoned the old fear-based message for one offering peace of mind and budget stability. In our second campaign, we created a new brandmark and website, initiated networks with University and community groups, and created a new digital campaign.
The change in membership is going to be a slow process for FireMed as we shift perceptions and build a proper understanding of FireMed. The first campaign numbers were in keeping with the stable levels of previous years, though a growing awareness is beginning to seep into a younger audience. And we anticipate our second campaign will take advantage of the brand alignment efforts we were able to accomplish this year.