Colorado’s medicaid program, or Health First Colorado, is complicated… especially when it comes to kids. EPSDT, which stands for Early and Periodic Screening, Diagnostic, and Treatment, requires states to provide all services medically necessary to all eligible patients under 21 on a regular basis. It’s a great program that most people know nothing about. The term 'medicaid’ also runs the risk of being unfairly stereotyped.

My agency’s goal was to both demystify and normalize the program. What is it? Who could use it? How can we make this feel as uncomplicated as possible?

My copywriter/ACD partner (the wonderfully talented Luca Vescovi) and I decided that the best way to make this program feel as attainable and approachable to the public as possible was to make it cute. And what’s cuter than animations? We got to work on a script that felt educational yet simple, leaving out any overly complicated medical terms and instead sticking to the basics. Once that was set, I sketched out some storyboards, illustrated everything on Adobe Illustrator, and worked with our in-house animator Dan Ito to put it all together.

We ended up creating two :60 second spots - one for our target audience/ members and one for medical providers.