Chase Brexton: Media

The Challenge

Chase Brexton Health Care is a comprehensive provider serving diverse communities across Maryland, with nationally recognized leadership in LGBTQ+ health. Yet many Central Maryland residents didn’t realize the full scope of services–from pediatrics and behavioral health to HIV care, chronic disease management, and substance-use support. Research showed low awareness and common misconceptions about who care was for, with language, cultural, and financial barriers making access feel out of reach. The opportunity was to broaden awareness while making care feel more approachable, inclusive, and accessible.

The Solution

We began by establishing a unifying platform: “Healthcare for Every/Body.” Designed to work on two levels–every body and everybody–the campaign reframed Chase Brexton as a provider for all people and all aspects of care.

From there, we developed a series of targeted campaigns tailored to specific audiences and service lines.

A pediatrics campaign leaned into storytelling, using illustrated monsters, dragons, and unicorns to soften anxiety and make care feel approachable. With playful lines like “Catch a little flu-nicorn?” and “Sore throat dragon your kiddo down?”, we reframed care as friendly, accessible, and stigma-free.

We expanded this approach to behavioral health, using messaging about “monster-sized emotions” to help normalize challenges and reduce stigma. Additional campaigns addressed key public health priorities–including HIV awareness and Type 2 diabetes–through data-driven media planning, geo-targeted placements, and multilingual messaging.

Seasonal efforts, like back-to-school physicals with “We’ve Got Your Back(pack),” further demonstrated how the platform could flex across audiences, services, and moments while maintaining a cohesive voice.

The Outcomes

The result is a cohesive set of campaigns that expanded awareness of Chase Brexton’s full continuum of care. What began with a unifying brand platform extended into multiple targeted efforts–each reaching distinct audiences while reinforcing the same core message.

Across campaigns, we increased reach and engagement and strengthened understanding of the breadth of services available–connecting with communities who previously didn’t realize Chase Brexton was a resource for them.

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Goucher alumna Mildred Dunnock wears a black feather boa in a striking image used for the Undaunted campaign

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