Nomi Health “Go Fund Yourself”

Healthcare in America has reached a point where the unthinkable has become normal: people crowdfunding to afford basic medical care. What was once a last resort is now expected—GoFundMe pages for surgeries, treatments, and emergencies. That’s the problem.

Nomi Health is built to make care more affordable by removing the unnecessary layers, costs, and complexity in the system. But instead of explaining it in traditional healthcare language, we chose to expose the issue in a way people could feel. So we created a completely fake company. Introducing: Go Fund Yourself.

To launch “Go Fund Yourself,” we took it straight to healthcare’s biggest stage: HLTH Conference in Las Vegas. We took over key touchpoints around the conference—airport placements, city signage, and targeted brand content served to attendees—bringing the fake company into the real world at scale.

We also created a Mad Libs–style activation where attendees practiced asking friends and followers to fund their medical bills—turning a painful reality into something uncomfortably real. For every story created, Nomi donated $100 to the HealthWell Foundation to support underinsured patients—ultimately raising over $100,000.

The “Go Fund Yourself” booth didn’t just make a point—it funneled people directly to the solution: the real Nomi Health booth.