The Problem:
Maccabi Healthcare Services is one of the largest health funds in Israel,

but it has one major issue—its name.
Hapoel fans refuse to join "Maccabi," and those who are already members

feel embarrassed and hide it.

The Solution:
We launched "The Red Plan" by Maccabi—branding a website, app, and

digital membership card in red, while censoring the name to M__i

to raise awareness and encourage Hapoel fans to join.
To strengthen the message, we brought legendary Hapoel players to openly admit on camera: even though they’re red at heart, they choose Maccabi for their health.

The campaign was a success, gaining traction in Hapoel fan communities and leading to a significant increase in new Maccabi members.