Take Care of It

With recent federal legislation expanding Health Savings Account (HSA) eligibility to Affordable Care Act Bronze and Catastrophic plans, HSA Bank saw an opportunity to change how people think about healthcare costs.

Created by Monigle, Take Care of It uses humor to highlight the irrational trade-offs people make when fear of medical bills outweighs concern for their health. Through culturally grounded, human moments—like refusing an ambulance or losing sleep over the cost of care—the campaign reframes HSAs as a practical, empowering way to manage healthcare expenses and plan for the future.

Launched nationally across digital, audio, social, and display, Take Care of It helps consumers understand that caring for their health doesn’t have to come at the expense of their financial well-being.