The Brief

We crafted a dual-focused strategy to grow awareness of Bestmed’s affordable medical aid and generate 7,000 quality leads among young, healthy 25–34-year-olds (R25k+) in the Western Cape and Gauteng. Anchored in the “Personally yours” brand platform and the cut-through idea “The universe doesn’t care, but we do,” the campaign balanced high-reach channels (outdoor, TV, radio, display, social) with conversion-focused ones, prioritising clear affordability messaging, strong calls-to-action, and relatable care scenarios across print, billboards, digital, and radio..