Valor Healthcare Television Spots

Valor Healthcare
Client: State of New Mexico
Agency: Signal Creative

Way back in the dark mists of time, before Obama, before the Bush administration, the state of New Mexico budgeted for a single-payer healthcare system that would cover the state’s very large population of uninsured. No, seriously, it was really going to happen. Why else would they have had every agency in the state pitch a branding campaign?

We named the program “Valor,” which worked well in our deeply bilingual state (it means courage in both Spanish and English). Naturally, the insurance companies balked (and not just at our branding), and funding for the program never materialized.

But my scripts survive. Silent testimony to one of the many times the lions of healthcare dodged lying down with all those sweet little uninsured lambs. Read them and weep.

Valor Healthcare Scripts

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