CenterCare Health Plan came to DMD with the goal of becoming one of the top providers of health insurance in the New York City market. Working together, we created a long-life multi-cultural public relations and ad campaign that spoke to New York's Hispanic, Asian, African American, and Russian communities. All advertising and marketing materials were made available in multiple languages and visually reflected the values and cultures of each community. In year two, we introduced a new “Listen to your Heart” campaign, highlighting an emotional connection between CenterCare health providers and their patients. DMD's campaign activities contributed to an increase in membership of 44 percent, an unprecedented success.