the purpose of this direction is to show NOW as friendlier and more appealing, and have them stand out from any other health insurance company with an accessible, human-sounding, and even humorous brand voice. genuine communication is a key to trust, which is rare and valuable in the health insurance consumer arena.

the content of the communication intends to invite potential consumers to imagine what they could possibly achieve if they never have to worry about their health insurance ever again, as they'd always be taken care of with excellent insurance: a life without limits.