Bottomline Healthcare

Photo: Ligorano/Reese

As the debate over healthcare during the summer heated up, we were commissioned to
create an artwork to promote the public health insurance option. We proposed an internet image campaign with downloadable images and a website to draw attention to the public health option.

It seemed to us that the moral issues of healthcare were becoming confused with the financial costs. The
social imperative was being lost. To recalibrate these ideas we brought the human figure back into the
equation. We imagined a line, the bottomline, on which figures were seated, unclothed, their backs to the viewer.

We launched the campaign on the night that President Obama addressed congress. Using Google Adwords we placed these images 300,000 times on major media sites. The images linked to A website that acts as a hub, drawing together other
healthcare advocacy groups, public statements, and videos about the public heatlh option. This is an ongoing project until healthcare reform becomes a reality.

Project Created: 
September 2009