Anyone who has even a cursory knowledge of the upcoming election knows that health care is a hot-button issue. The relationship between insurance companies, providers, consumers and their employers is evolving. These changes happening in the marketplace will result in people having more say in the health insurance they choose.

So for their latest marketing effort, Harvard Pilgrim Health Care wanted to evolve their focus from recent B2B efforts and launch a consumer-facing campaign. To know Harvard Pilgrim is to love Harvard Pilgrim, but to not know them is to assume they’re just like everyone else in the health insurance category. They are not like everyone else. In fact, Harvard Pilgrim is the #1 private health plan in America according to an annual ranking of the nation’s best private health plans by the National Committee for Quality Assurance (NCQA). They are truly a partner to their members. Getting things done is in their DNA. The employees listen to what members want and need, and take action on their behalf. They offer products, programs and tools that show respect for members’ time, wallets and intelligence. More than customer service, it’s customer collaboration.

Thus, the new platform “Count Us In.” The campaign is a salute to the spirit of partnership and collaboration. It launched yesterday on TV, radio, online, mobile, print, outdoor, and even features a cameo from ’80s hip hop divas Salt-N-Pepa, and one giant, subterranean musical instrument.