From a marketing point of view, Anthem was getting killed by Kaiser Permanente and its "Thrive" campaign. We needed more than touchy-feely work, we needed an insight. The result? The health footprint campaign—based on an observation that the healthier you are, the healthier everyone around you tends to be. i.e. So put down that donut! Created while I was at Deutsch, the campaign won the assignment and gave a personality to Anthem at a time of mixed headlines.