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In 2003 the IRS ruled that Healthcare Flexible Spending Account dollars could be used to buy OTC products. In 2004 McNeil Healthcare (the makers of Tylenol® and Pepcid®), identified a huge opportunity. Consumers could now stock up on McNeil products at year's end rather than forfeit unused FSA funds. For employees, tax savings of up to $1000 a year; for employers, FICA tax savings of up to hundreds of thousands of dollars a year.
The objective was to drive Healthcare FSA awareness and participation. We created a truly integrated marketing program that has literally exploded over the past two years. By focusing consumer's attention on the financial benefit of the program, rather than the overly-complicated specifics of FSA plans, we were able to accomplish our objectives.
As Associate Creative Director on this project, I designed the look and feel of all campaign materials, art directed all photography shoots, conceptualized and assistant directed the video shoot and assisted with the creation of interactive assignments.
At retail we created posters, brochures, coupons, and direct mailers. In the workplace we created an orientation DVD and interactive CD, posters, brochures, tent cards, fact sheets, and a FICA savings calculator CD ROM. In addition to these channels, the website FSAandyou.com, (which was created by Deutsch) adopts the look and feel of the program and serves as a promotional and informational tool.
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