Cannes Lions

Coverage Coalition

BARTON F. GRAF, New York / GET AMERICA COVERED / 2018

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Case Film
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Overview

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Credits

Overview

Description

The idea: Make up the 90% cut to the ACA advertising budget, with the help of other like-minded concerned citizens, particularly those in advertising and media fields.

Healthcare is a complex and daunting topic, so we needed our messaging to be the opposite: simple and straightforward, friendly and approachable. Instead of getting caught up in all the nuances and complicated details that often vary state to state, we focused on the big picture: Affordable healthcare is available to you, it’s even more affordable than you think, and the time to sign up is now.

The use of data allowed us to target priority audiences and key markets – and adjust our messaging accordingly based on different variables, including language, location, motivators, and timing.

Execution

The goal was simple: Tell people they were eligible for affordable healthcare and make up for the 90% budget cuts set forth by our President.

First, we reached out to our friends and partners who possessed a unique skill set that allowed us to make difficult information easily digestible. We had to communicate clearly and efficiently and on a large scale. Healthcare is a complicated-enough issue, even without the hiccups of budget cuts.

The brief was straightforward: create content letting people know about the enrollment period, where to enroll, and make this very daunting process seem significantly less overwhelming. At the same time we were reaching out to our partners to join the Coverage Coalition, we were also generating work on our own – social posts, TV spots, radio ads, and OOH. Soon, our media partners helped us find stages to promote our creative, pushing enrollment numbers to record-breaking highs.

Outcome

Agencies, design shops, and even production companies created content to spread the word. Park Pictures was able to create the Paul Revere spot in five days from start to finish. Media companies donated space across national TV, digital, radio, out-of-home and even Times Square and our Facebook Messenger chatbot helped users navigate the sign-up process.

The Coverage Coalition reached over 100 million people in the month and half campaign period. But the good news didn’t stop there. In the first week, enrollments were up 179% over 2016. The second week, enrollment was up 60%. In fact, every week of open enrollment was up over previous years. We reached record breaking numbers by the end of open enrollment.

The one thing Trump didn’t want to happen... did. In part, because concerned citizens stood up to say, 'If you're not going to tell America, we will.”