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Launching a discount prescription drug plan in The Big Apple

BigAppleRx was a program launched in support of Mayor Bloomberg’s health initiative for New York City residents by healthcare management solutions provider HealthTrans. BigAppleRx offers a FREE prescription discount card that provides savings averaging 47% to all New Yorkers. Our role in the campaign began with design of the logo and creation of all launch materials, including the advertising campaign (in six languages), guerrilla marketing, print advertising, outdoor advertising, transit posters, mobile marketing, online marketing, social media, in-pharmacy programs and more. The first few weeks of the campaign saw tens of thousands of New Yorkers using the cards and the numbers trending up each subsequent week.

The logo we developed

Some of the logo designs considered

The discount prescription card

Bus shelter sign

Subway poster

Taxi topper

Phase two of the rollout (various media)

Subway poster

Launch program materials to introduce the program to retailers and pharmacies

Store sign

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