In early 2024, Optum and Atrius Health launched Pride+ Care, a pilot program focused on LGBTQIA+ care. The goals were strong, but the program struggled to reach new patients. Our team was invited to build an omni-channel campaign to drive patient acquisition and help shape plans for ongoing care and future clinic sites.

We started by learning about the community. LGBTQIA+ patients have long been underserved in healthcare, and many carry the weight of not feeling understood by their providers. Pride+ Care offers a full system of expert support, and we wanted patients to feel the peace of mind that comes with it.

That led to our creative concept: “Be truly seen.” The campaign celebrated patients as their full selves and showed the understanding they’d find in the program. The “+” symbol became the heart of the visual system, representing the full spectrum of care. It gave the brand a simple, flexible mark that worked across paid digital banners, social, and program landing pages.