Go Fund Yourself
At the 2022 HLTH Conference in Las Vegas, Nomi Health launched an attention-grabbing campaign called "Go Fund Yourself" to highlight the challenges of the U.S. healthcare system and spark a broader conversation about access and affordability.
Rather than shy away from frustration around out-of-pocket costs, the campaign leaned into satire: a fictitious version of the healthcare experience where individuals are literally told to "go fund yourself" when faced with steep medical bills. A satirical 90-second video and visual assets amplified this message, illustrating common pain points such as pricey prescriptions and surprise copays in a blunt, provocative way.
Beyond social posts and creative content, the project included a participatory element that turned awareness into action. Nomi Health invited people to create their own "Go Fund Yourself" stories in a Mad-Lib style generator, bringing personal healthcare cost struggles to light. For every story submitted, Nomi Health donated $100 to the HealthWell Foundation to help underinsured individuals cover medical expenses, ultimately raising over $100,000 to support real-world healthcare needs.
The campaign anchored Nomi Health's presence at the HLTH conference: a satirical "Go Fund Yourself" insurance booth set against Nomi's own "healthcare needs a rebuild, not a renovation" stand, complete with a live story wall and branded merch.
The fictitious brand spilled out of the conference and onto the Las Vegas Strip and the airport, with straight-faced "Go Fund Yourself" billboards that looked exactly like a real insurer's.
GoFundYourselfAmerica.com hosted the story generator and campaign film, backed by deadpan collateral: a $0 "healthcare gift card" and a brochure of absurd ways to fund your own care.
Creative Agency: Arnold Worldwide